regarding collaboration with stakeholders. The bridging strategy management’s attitude they conceptualized, however, was based on public affairs and boundary-spanning activities to deal with an external environment. Although the role of public relations is considered also a boundary-spanning function, their work does not fully incorporate the characteristics of public relations and corporate-communication management strategies addressing relationships with stakeholders and the public. Further, their concept of public affairs does not distinguish between advertising and public relations, and is limited to government relations, community relations, press releases, and promotional efforts. Accordingly, this study will test the validity of Meznar and (1995) Nigh’s findings, in light of Kim and (2015) bridging as public relations strategy, and Kim’s Grunig and his concept of the behavioral, strategic management paradigm of colleagues’ public relations (e.g., Grunig, 1992; Grunig 2002; Grunig & Kim, 2011; Kim & Ni, et al., 2010). Then, based on the literature in management, corporate communication management, and public relations, this study will identify potential factors influencing bridging strategy, and will test hypotheses on the relationships between those factors and bridging strategy. Factors are categorized as external and internal, according to (1977) notion of strategy formulation as the interplay of its environment and Mintzberg’s internal factors. An External Factor Influencing Bridging Strategy Environment Complexity The relationship between an organization and its complex environment influences the choice of public relations worldviews and public relations functions (Grunig, 1992;
management’s attitude regarding collaboration with stakeholders. The bridging strategy they conceptualized, however, was based on public affairs and boundary-spanning activities to deal with an external environment. Although the role of public relations is considered also a boundary-spanning function, their work does not fully incorporate the characteristics of public relations and corporate-communication management strategies addressing relationships with stakeholders and the public. Further, their concept of public affairs does not distinguish between advertising and public relations, and is limited to government relations, community relations, press releases, and promotional efforts. Accordingly, this study will test the validity of Meznar and Nigh’s (1995) findings, in light of Kim and Kim’s (2015) bridging as public relations strategy, and Grunig and his colleagues’ concept of the behavioral, strategic management paradigm of public relations (e.g., Grunig, 1992; Grunig et al., 2002; Grunig & Kim, 2011; Kim & Ni, 2010). Then, based on the literature in management, corporate communication management, and public relations, this study will identify potential factors influencing bridging strategy, and will test hypotheses on the relationships between those factors and bridging strategy. Factors are categorized as external and internal, according to Mintzberg’s (1977) notion of strategy formulation as the interplay of its environment and internal factors. An External Factor Influencing Bridging Strategy Environment Complexity The relationship between an organization and its complex environment influences the choice of public relations worldviews and public relations functions (Grunig, 1992;