The document discusses various concepts and models for program communications and advocacy strategies. It outlines several key questions to consider when developing an advocacy or communications strategy, including defining the objective, identifying target audiences and stakeholders, crafting clear and simple messages, selecting appropriate channels, assessing available resources, developing an action plan, and evaluating impact. The document also provides examples of different communications models such as ACADA, COMBI, and Johns Hopkins and discusses basic concepts for advocacy including strategic actions to influence decision makers and integrating communication as a key tool.