Abstract

As the pension policy expanded to include the self-employed in urban areas on April lst, 1999, the policy was having a hard time to secure membership. Korean people were losing trust towards the national pension corporation and the government and regarded the current pension system as problematic as a result. This survey research was designed to propose effective public relations campaign strategy for the national pension policy(NPP). The study employed elaboration likelihood model, innovation diffusion and situation theory in order to support segmentation campaign strategy by analyzing the relations between individual's information processing ability and the attitude toward the NPP. Especially, the level of knowledge and the level of misunderstanding regarding the NPP were closely analyzed to see their relationship with evaluations on the NPP such as the general attitude toward the NPP, the evaluations on the problems of the policy, evaluations on the implementation of the policy, and evaluations on the level of satisfaction and importance of the policy. In conclusion, this study found the necessity of implementing the public relations campaign based on the public segmentation strategy: while the government needed to strengthen their attitude of the NPP for the positive information processors and seekers, it needed to change their cognition of the NPP for the negative information processors and seekers.