COI polls the aged for PR guidance

The Central Office for Information is commissioning research on how to communicate effectively with people aged 76 and above.

It will use results of the qualitative research into the fastest-growing segment of society to create a best-practice guide for government departments.

According to COI director of research Fiona Wood, the research will help define the audience and develop relevant messages.

'While many private sector organisations target older audiences, their focus tends to be on the more affluent,' said Wood.

The COI will interview  people over the next two months with results expected after March.

'Typical campaigns might include advice on preparing for emergencies and raising awareness of the census,' said COI deputy director of PR and sponsorship Janice O'Reilly.

The COI recently completed a similar research study into the 50-75 age group.

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