Publication Type

Journal Article

Publication Date

4-2017

Abstract

This study investigated the relationships between two publicrelations strategies, bridging and buffering, ethical organizational conduct,and relational outcomes. Bridging is a relationship-centric, action-basedstrategy for problem-solving while bufferingis an organization-centric,messaging-based strategy for impression management. In explaining the impact ofthese two strategies on organizational outcomes, this study examined the roleof ethical organizational conduct as a mediator between bridging, buffering, andtwo relational outcomes. Based on a survey of 105 organizations in Korea, a positive association between bridgingstrategy and ethical organizational conduct was found, along with paths to relationalimprovement and a conflict avoidance with strategic constituencies. Noassociation was found between buffering strategy and ethical organizational conduct.

Keywords

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

Discipline

Business and Corporate Communications

Research Areas

Corporate Communication

Publication

Public Relations Review

First Page

1

Last Page

8

ISSN

0363-8111

Identifier

10.1016/j.pubrev.2017.03.009

Publisher

Elsevier

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/10.1016/j.pubrev.2017.03.009

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