Mt Rh wx 0] 810] Jo} 8g] HSE Yn} 9} of] 9} ql4ja}o] ae Sa PR Al] APRS} Wer AF BILABK SMA LGR neeR ASD 2007 # 1AAbstract A study on the differentiated PR message method on the comparison of the perception gap between mothers and children about the children's English educational institute Gwi young, Ha Major in Public Relations Graduate School of Mass Communication Sogang University An official in charge of PR or a PR researcher invests many times and efforts in the strategy regarding how the relation with the public can be well maintained, rather than in the analysis of the public. If PR is called the bi-directional communication between an organization and the public, the analysis of the public is important so much as to leave nothing to be desired, to the people who perform PR for the organization. Like the logic in the battlefield that only when you know the other well, you can easily beat him/her, to the people who perform PR, the public is am important object that should be checked. In particular, since recently the public is getting to be more subdivided, the analysis, etc. according to this trend should be additionally prepared, but in PR yet, detailed strategies seem to be borrowed from marketing just like the market segmentation of marketing (target marketing). When the strategy is established, the main target and sub-target, etc. are set by additionally talking about the marketing PR area, but it is confused that as what PR project is drawn up, these terms themselves should be used. What is the concept of the target of marketing that should be used in PR for establishing the PR program of an organization, among various similar terms such as the public, target, user, and receiver, etc, Is the term called the public,which is used in PR, used as the same meaning to that of the target of marketing? It occurs to me that I drew up the main target public as the “mother”, and sub-target as the ‘child” simply when I drew up the PR project of the children’s English educational institute. As for the children’s English educational institute, there exist the publics who have different interests. One is the public of mothers who perform purchaser roles, and the other is the public of children who are consumers. Apparently this is somewhat different from the case of PR of general companies or consumption goods. Accordingly, the PR activity through differentiated messages, which meets each public, is required, This paper introduced the analysis of the public, which is the first step when the PR project of English educational institutes is established, as the description regarding the public of PR. I analyzed the questionnaire and performed the in~ depth interview regarding the satisfaction degrees of mothers and children, and the recognition differences between them, so that ! could suggest the ground for the conventional hypothesis generally known that in case of PR, the public is not the child but the mother. In addition, 1 compared, respectively, the satisfaction degrees and recognitions of mothers and children regarding the institute facility, instructor, teaching materials, class size, etc., which can be counted as major elements when the English educational institute is selected, and through the in depth interview about the above major elements, I could arrange message concepts for each public in case PR is performed for the children’s English educational institute, ‘Through this paper, | would like to suggest one ground for the detail that the differentiated message strategy should be needed in case that not only the children’s English educational institute but also more than two publics, who have different interests, exist when the PR activity of an organization or some products is performed. Since there are not many conventional PR literatures related to the English educational institute, that is, the service providing company, I failed to arrange the details regarding the PR strategy, etc. Accordingly, I finished this paper by the study on the PR message measure through the analysis of the public, which