Primary, Secondary and

Tertiary Audiences
Primary Audience
The primary audience or main
constituency decides whether to
act on your recommendation or
respond to the purpose of your
message. You must reach this
audience to accomplish your
purpose.
Key decision-makers are those
who have ultimate power over
your communication objective.

Secondary Audience
The secondary or
hidden audience, the
shadow constituency,
includes those who
might see or hear
about your message
and those whom the
message will influence
whether directly or
indirectly.
Tertiary Audience
The watchdog audience
studies the interaction
between you and your
primary audience, and, thus,
may have the political and
economic power to affect
your career.
Gatekeepers, the roadblock
constituency, have the power
to keep your message from
even your primary audience.


Real and Intended
Audiences
The real audience is anyone who
reads or perceives the message
Take a moment to figure out the direction you
want to go then focus on your goal
The intended audience is the target
group that the message sender has in
mind.
Write for Your Audience
Choosing Your Audience
Consider whether your communication is
invited or unsolicited.
Do you want to write or speak to have the most
impact?
Do you want to be formal or informal?

Do you want to use group channels or address
individuals?
Do you need a quick response or do you want
control over when your message is received?
How much audience participation do you
need?
Is your audience in the same place or not?

Choosing Your Audience
Choosing an Audience
1. Why is important to write with the intended
audience in mind?
2. How does choosing an audience affect the
purpose?
3. How does choosing an audience affect the
strategy (style, support, tone, vocabulary)?
4. How specific should the choice of audience
be?
Analyze Your Audience
You can't persuade your listeners if you don't
know much about them. Knowing your listeners
helps you to shape your message in a way that's
most likely to gain their acceptance. That's all the
more important when your goal is to persuade, and
not simply to inform, your audience.
Audience Analysis
Background-knowledge, experience,
training.
Needs and interest.
Other demographic characteristics.

Writing for an Audience
1. What does your audience believe?
2. How do you indicate the audience in the
paper? (Directly vs. Impliedly)
3. How do you establish rapport with the
audience?
4. How do you direct the audience's attention?
5. How do you wrap up with an audience?
Audience Adaptation
Add information readers need to understand
your document.
Omit information your readers do not need.
Change the level of the information you
currently have.
Audience Adaptation
Add examples to help readers understand.
Change the organization of your information.
Strengthen transitions.


Audience Adaptation
Write stronger introductionsboth for the
whole document and for major sections.
Create topic sentences for paragraphs and
paragraph groups.
Change sentence style and length.


Audience Adaptation
Use more or different graphics.
Break text up or consolidate text into
meaningful, usable chunks.
Add cross-references to important information.



The End
Smokers

Smokers in todays society are well aware that cigarettes are one
of the most addictive and destructive over the counter drugs known to
man. They also know that their chances of getting lung disease and
cancer is almost doubled with the use of tobacco. Within tobacco there
is a substance called nicotine which is a highly addictive drug. Most
smokers fall victim to this drug and feel that there is no way out. What
a lot of smokers do not know is that there are many programs as well
as people out there that are willing to help. For instance, following this
five day quitting plan will help smokers a great deal with the task of
quitting smoking.
On the first day of quitting the smoker should plan to retire a
bit earlier than usual. This will give the nerves as well as the body a
good rest for the days to come. Before going to bed, the smoker
should go for a short walk or practice deep breathing. They should also
be advised to have a warm shower or drink. This enables the body to
be put into a relaxed state, which in turn is the key to quitting smoking .
Smoking relaxes


Compare and contrast

Schools of higher education are different in every way you can
imagine. There are many factors that determine the differences
in schools, such as whether it is a two year school, four year
school, vocational school, or trade school. Because each type of
school has different focuses, requirements, and reasons they
exist, they attract all types of people for different reasons.
Nevertheless, there are many similarities that classify them all
under schools of higher education.

One obvious difference is the training the school is offering to
individuals. Some schools such as vocational schools offer
hands on classes geared toward a trade, hence certifying people
to work in a specific