Future of Public Relations Curriculum： Searching for the Ideal Undergraduate Public Relations Curriculum

This study analyzes the public relations curricula of 44 American colleges that have a Public Relations （PR） Student Society of America （PRSSA） chapter. Through content analysis, this study examines general requirements, core public relations courses, requirements of public relations programs and strategic communication programs, and optional public relations courses offered by the colleges. The findings of this study reveal that very few public relations programs offer courses involving new media, crisis communication, and PR ethics. In order to keep in touch with the fast-changing public relations landscape, more PR programs should require and integrate new media, crisis communication and ethics courses.

网络搜寻结构类型的探索及作用机理研究

本文主要探索合作创新网络背景下企业网络化搜寻的主要结构类型及其作用机理,首先,借鉴扎根理论的研究方法,通过三次深度访谈,发现知识搜寻、关系搜寻和惯例搜寻是企业网络搜寻的主要结构类型。同时,以西安高新区高技术企业合作网络等为对象进行问卷调查,对网络搜寻的作用机理进行实证检验,结果显示,适度的关系搜寻有助于企业获得更高的合作创新绩效;知识搜寻不仅有利于合作创新绩效的提升,而且还在关系搜寻与合作创新绩效之间充当部分中介作用;惯例搜寻与合作创新绩效之间的正向关系通过实证检验,而且惯例搜寻还正向调控知识搜寻对合作创新绩效的影响。