The receiver or audience

The receiver or audience is the person or the group for whom the communication is intended, or the person who receives the message. The first step in planning any communication is to consider the intended audience. Who is your audience? Do you have a primary and a secondary audience? What information do they need in order to take action?

Examples of an audience could be those receiving a message from Health Extension Practitioners who are teaching about family planning. The primary audience would be couples from the community. The secondary audience might be grandparents and other family members, while the tertiary (third) audience are other people in the wider community.