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

Soojin Kim · Jeong‐Nam Kim

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Corporate Identity and Reputation

Abstract

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. Copyright © 2015 John Wiley & Sons, Ltd.

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References

1976Theory of the firm: Managerial behavior, agency costs and ownership structure 2007The Social Responsibility of Business Is to Increase Its Profits 1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 1994Qualitative Communication Research Methods 1988Organizations: Rational, Natural, and Open Systems 2003Misery Loves Companies: Rethinking Social Initiatives by Business 1994The Politics of Stakeholder Theory: Some Future Directions

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