Sekundaariviestinnän

Sekundaariviestinnän, or secondary communication, refers to the indirect or passive forms of information exchange that occur as a result of primary communications. In contexts such as business, marketing, and public relations, primary communication involves direct contact through advertising, press releases, or corporate announcements. Secondary communication is generated through subsequent channels, such as media coverage, social media discussions, word‑of‑mouth, or third‑party reviews that are not part of the original deliberate communication strategy.

The concept is rooted in communication theory, which distinguishes between the sender’s intended message and the way it is received, interpreted, and possibly amplified by intermediaries. Secondary communication can reinforce, modify, or contradict the primary message, thereby influencing public perception and shaping discourse. It is often considered a valuable metric in measuring the reach and impact of information, as it provides insight into audience engagement and the cultural resonance of a message.

Organizations track secondary communication using tools like media monitoring services, sentiment analysis, and social listening platforms. By analyzing patterns of secondary communication, entities can assess the effectiveness of their primary strategies, identify emerging narratives, and adjust their tactics accordingly. Despite being indirect, secondary communication plays a critical role in the overall communication ecosystem, affecting brand reputation, stakeholder trust, and strategic decision‑making.