Publication Type

Journal Article

Version

acceptedVersion

Publication Date

9-2017

Abstract

This study investigated the relationships between two public relations strategies, bridging and buffering, and their impact on ethical organizational conduct and relational outcomes. Bridging is a relationship-centric, action-based strategy for problem-solving while buffering is an organization-centric, messaging-based strategy for impression management. In explaining the impact of these two strategies on organizational outcomes, this study examined the role of ethical organizational conduct as a mediator between bridging, buffering, and two relational outcomes. Based on a survey of 105 organizations in Korea, a positive association between bridging strategy and ethical organizational conduct was found, along with paths to relational improvement and conflict avoidance with strategic constituencies. No association was found between buffering strategy and ethical organizational conduct.

Keywords

bridging, buffering, conflict avoidance, ethical organizational conduct, relational improvement

Discipline

Business and Corporate Communications | Business Law, Public Responsibility, and Ethics

Research Areas

Corporate Communication

Publication

Public Relations Review

Volume

43

Issue

3

First Page

560

Last Page

567

ISSN

0363-8111

Identifier

10.1016/j.pubrev.2017.03.009

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.pubrev.2017.03.009

Download

Share

COinS