Bridging strategy versus buffering strategy: enhancing crisis management capability in public management for relational and reputational improvement, and conflict avoidance

Abstract

This study seeks to understand the effectiveness of an organization’s communication strategy in enhancing its crisis management capability in public management. The relationships between two types of communication strategies (bridging and buffering), crisis management capability in public management, relational improvement, reputational improvement, and conflict avoidance have been tested to suggest how an organization’s overall strategic orientation may help its ability to weather a crisis. A survey of communication managers was conducted in South Korea with 105 responses, representing 105 organizations. Results revealed that organizations which are predisposed toward adopting the bridging strategy as their main communication strategy also report better crisis management capability in public management, and as a result, experience positive relational and reputational outcomes.