Publication Type

Journal Article

Publication Date

4-2017

Abstract

This study seeks to understand the effectiveness ofan organization’s communication strategy in enhancing its crisis managementcapability in public management. The relationships between two types ofcommunication strategies (bridging and buffering), crisis management capabilityin public management, relational improvement, reputational improvement, andconflict avoidance have been tested in this study to suggest how anorganization’s overall strategic orientation may help its ability to weather acrisis. A survey of communication managers was conducted in South Korea with 105responses, representing 105 organizations. Results revealed that organizations whichare predisposed toward adopting the bridging strategy as their maincommunication strategy are likely to report better crisis management capabilityin public management, and as a result they are likely to experience positive outcomesin their relationships with publics and in their reputation. Theoretical andpractical implications are discussed.

Keywords

bridging, buffering, communication strategy, conflict avoidance, crisis management capability, public management, relational improvement, reputational improvement

Discipline

Business and Corporate Communications

Research Areas

Corporate Communication

Publication

Asian Journal of Communication

Volume

27

Issue

5

First Page

517

Last Page

535

ISSN

0129-2986

Identifier

10.1080/01292986.2017.1313876

Publisher

Taylor & Francis (Routledge): SSH Titles

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.1080/01292986.2017.1313876

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