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While a number of studies have looked at the image of public relations practitioners as portrayed in films and other media, few if any of those studies have focused primarily on the pedagogical perspective of using films. Therefore, a benchmark international survey of public relations educators was undertaken to answer questions about how (or whether) to use films as a teaching tool. Among other things, the findings of the study shed light on how often PR instructors use films in the classroom; the value that films provide; why some professors decline to use them; which specific films and television shows are being used; and guidelines for utilizing movies and television programs as an effective pedagogical technique.

The study reported here provides an examination of the attributes of selected public relation educators and their institutions in relation to the teaching of international public relations as a course or as a part of a course.