Initial - The first audience to get your message. Sometimes the initial audience tells you to write the message.
Primary - Will decide whether to accept your recommendations or will act on the basis of your message. You must reach the primary audience to fulfill your purposes in any message.
Secondary - May be asked to comment on your message or to implement your ideas after they've been approved. Secondary audiences also include lawyers who may use your message--perhaps years later--as evidence of your organization's culture and practices.
Gatekeeper - Has the power to stop your message instead of sending it on to other audiences. The gatekeeper therefore controls whether your message even gets to the primary audience. Sometimes the supervisor who assigns the message is also the gatekeeper; sometimes the gatekeeper is higher in the organization. In some cases, gatekeepers may exist outside the organization.
Watchdog - Though it does not have the power to stop the message and will not act directly on it, has political, social, or economic power. The watchdog pays close attention to the transaction between you and the primary audience and may base future actions on its evaluation of your message.
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