Spanning the divide: how bridging strategy can improve communication management

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The complexity of the environment within which an organization operates, as well as its relationship to the public, presents external challenges. The approach of top management (how authoritarian it is), the extent of orientation toward analysis, and the ability to adapt are all internal factors that an organization has to assess and overcome. All of these factors are present in the decision-making process an organization goes through to implement its communications strategy. A bridging strategy is the method with which an organization attempts to better connect to its publics to improve performance and overall resilience to market changes. Bridging strategy can be seen to work, but it requires the right approach to strategic policy to be successfully implemented. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.