Bridge or buffer: Two ideas of effective corporate governance and public engagement

Soojin KIM, Singapore Management University
Jeong-Nam KIM


This study identifies organizational factors that influence corporatate governance and formulation of public relations strategies for public enagement. This study explores intertwined relationships between public relations strategies and organizational factors. A total of 22 qualitative interviews were conducted with a diverse pool of communication consultants. Results show that the two public relations strategies, bridging and buffering, are frequently observed and linked with key factors such as size, organizational culture, environment specificity, and strategic orientation. Implications for future public relations and corporate governance research are discussed.