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.
bridging, buffering, conflict avoidance, ethical organizational conduct, relational improvement
Business and Corporate Communications
Public Relations Review
KIM, Soojin and KRISHNA, Arunima.
Communication or action? Strategies fostering ethical organizational conduct and relational outcomes. (2017). Public Relations Review. 1-8. Research Collection Lee Kong Chian School of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research_all/17
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