What are secondary publics?

Secondary publics refer to groups that have an indirect interest in an organization’s activities or offerings, which aligns with the idea that they may express interest in your product or service. These audiences are not the primary target but can still influence or be influenced by the organization's communications, strategies, and campaigns. Understanding secondary publics is crucial in public relations as they play a role in shaping perceptions, spreading messages, and providing support or resistance to communications efforts.

In contrast, the main target audience for a campaign typically constitutes the primary publics, who are the main focus of the organization's messaging and outreach. Influencers in the industry, while significant, are a specific category that can fall under either primary or secondary publics, depending on the context and the relationship they have with the organization. Direct competitors are generally not considered public relations targets but rather entities that are competing for the same market share, making them more of a contextual interest than a public one. Recognizing the difference strengthens the effectiveness of communication strategies by ensuring that messaging resonates with all relevant groups.