PRIMARY AND SECONDARY AUDIENCES
Primary audiences are those who receive the communication directly. Secondary, or "hidden", audiences include anyone who may indirectly receive a copy of the communication. These include anyone who will receive a copy, need to approve, will hear about, or be affected by your message. You should determine the level of knowledge, interest, and any potential biases the audience may have with regard to your message.
The primary audience is the decision-maker and/or decision-making body and the secondary audience is the group(s) of people that you identify, educate and activate to influence the primary audience
organization seeks to utilize some of its resources to develop tangible programs
that K-12 students in your school district can participate in and reap valuable
educational experiences. In your case, the primary audience might be the county
school board, if that is the decision-making body that designs the public school
curriculum and allocates the funding and teachers for such programs. The
secondary audience could include the PTA, parents, students, faculty groups, and
business groups that understand the critical thinking, problem solving and
leadership skills provided by comprehensive and fully integrated programs.
this model, your media committee would begin by ascertaining that your list of
primary and secondary audiences is correct and complete. Are there other groups
to be found within each audience? You might wish to consider the state
legislature or governor another primary audience if they allocate educational
funding. Making a formal request to other secondary audiences, or special
groups, may induce them to support your goal.