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var bridge = window.parent.pulsar.bridge;

var request = { 
    "type"   : "read",
    "object" : "Account",
    "data"   : { "Name" : "John Doe Industries" }
};
bridge.sendRequest(request, function (responseData) { 
  alert('Request Result: ' + responseData); 
});

This means of accessing the bridge is different from custom documents running outside of SFS in Pulsar. Outside of the SFS context, the bridge has not yet been initialized and registration code must be executed. Consider limiting your use cases to one style, though it is possible to create a hybridized bridge set up function.