This chapter helps the reader to be familiar with the role coalitions play in advocacy and policy development and to understand the various types of coalitions that affect the policy landscape. It also helps the reader to be familiar with the various roles that exist within groups and coalitions that contribute to the success or non-success of the group process. A number of strategies can be used to develop initiatives to impact one’s advocacy efforts. These strategies can be used to promote the development of new programs and services and can include the use of and/or development of coalitions, the media and media advocacy, and consumer advocates. The chapter addresses each of these strategies in greater depth. It outlines a variety of issues related to coalitions, group development, and coalition building for aging policies and programs.
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This chapter deals with one subset of these strategies, namely using media as a part of the advocacy process. The chapter reviews a number of specific media advocacy strategies and provides some innovative approaches to sending a message relevant to program or policy development. Media advocacy is the strategic use of any form of media to help advance an organization’s objectives or goals. Media advocacy explores a number of key issues and serves to present strategies that can be helpful in the development of innovative human service opportunities and educate the general public. These strategies can be used as stand-alone methods or in combination with each other. These strategies build on understanding one’s health and help-seeking behavior and enable advocates to influence a wide number and array of people with limited resources and energy.
This chapter helps the reader to understand how to use tools such as health behavior models, the media, coalitions, and needs assessments to bring a vision to fruition and how to use advocacy tools for policy and program development. It also helps them to understand how to use advocacy tools to influence the practice arena for older adults and people with disabilities. The chapter reviews the various tools and strategies, along with policies that have been addressed thus far, and integrate these issues and skills with one’s vision for either program planning or policy development. When considering program development, all tools and strategies related to policy development apply equally. Some additional strategies or tools to use for program development include the health behavior models. This chapter attempts to integrate the theories and concepts and suggest how a program planner or policy advocate can apply them.