also called for future research that identifies organizational variables contributing to the use and effectiveness of communication management and public relations strategies. Accordingly, this study will (a) discuss a conceptual base of bridging strategy, (b) identify external and internal factors influencing an predisposition to organization’s bridging strategy, and (c) test relationships between those factors and bridging strategy. Regarding an external factor, environmental complexity is considered. Regarding internal factors, analysis orientation, top management’s toward collaboration with attitude stakeholders, and authoritarian culture are examined in this study. Finally, both theoretical and empirical implications of this study will be discussed. The following section will discuss the conceptual base of bridging strategy as a communication management and public relations strategy under the behavioral, strategic management paradigm. Conceptual Base of Bridging Strategy: a Behavioral, Strategic Management Approach Relatively limited knowledge exists regarding strategic management of corporate communication (van Riel, 1995) and communication management and public relations strategy (Steyn, 2003). Steyn (2007) suggests that public relations strategy the “provides focus and direction for an communication with its stakeholders and other organization’s interest groups in exists than should in using the term society” (p. 142). Yet less clarity strategy in communication management and public relations (Steyn, 2003; 2007) and this requires more scholarly attention. For instance, some scholars define communication management and public relations strategy as message strategy (Werder & Holtzhausen,
also called for future research that identifies organizational variables contributing to the use and effectiveness of communication management and public relations strategies. Accordingly, this study will (a) discuss a conceptual base of bridging strategy, (b) identify external and internal factors influencing an organization’s predisposition to bridging strategy, and (c) test relationships between those factors and bridging strategy. Regarding an external factor, environmental complexity is considered. Regarding internal factors, analysis orientation, top management’s attitude toward collaboration with stakeholders, and authoritarian culture are examined in this study. Finally, both theoretical and empirical implications of this study will be discussed. The following section will discuss the conceptual base of bridging strategy as a communication management and public relations strategy under the behavioral, strategic management paradigm. Conceptual Base of Bridging Strategy: a Behavioral, Strategic Management Approach Relatively limited knowledge exists regarding strategic management of corporate communication (van Riel, 1995) and communication management and public relations strategy (Steyn, 2003). Steyn (2007) suggests that public relations strategy “provides the focus and direction for an organization’s communication with its stakeholders and other interest groups in society” (p. 142). Yet less clarity exists than should in using the term strategy in communication management and public relations (Steyn, 2003; 2007) and this requires more scholarly attention. For instance, some scholars define communication management and public relations strategy as message strategy (Werder & Holtzhausen,