Understanding two paradigms of public relations strategies: Buffering and bridging

Soojin Kim, Purdue University

Abstract

This study develops a theoretical framework of organizational factors, public relations strategies, and outcomes. After a preliminary study using in-depth interviews with 22 public relations consultants was conducted, a survey of corporate communication managers of 105 in-house organizations was executed. Both studies were conducted in South Korea. The results from both studies indicated that an organization's propensity towards adopting the bridging strategy is more likely to be associated with organizational effectiveness. This includes ethical performance, relational improvement, conflict avoidance effect, crisis management capability and perceived authentic organizational behaviors. While participatory culture was the strongest predictor for an organization's inclination towards adopting the bridging strategy, organizational size and environment uncertainty were associated with an organization's preference for adopting the buffering strategy. Theoretical and empirical implications are discussed.

Degree

Ph.D.

Advisors

Kim, Purdue University.

Subject Area

Asian Studies|Communication|Organizational behavior

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