The Prevention marketing initiative : managing issues

Throughout the past ten years there have been a number of issues surrounding the AIDS epidemic that have stimulated public support, opposition and debate over HIV/AIDS prevention and education efforts. The following is a practical guide to assist your organization with handling issues that may stir public debate around HIV/AIDS programs or services.Each section provides information on how to handle different aspects of managing controversial issues. The first section, Get Started, provides information on how to recognize a potential issue and assess HIV/AIDS programs that may be considered or perceived as sensitive or controversial to the public and media.The second section, How to Be Prepared for Controversy, outlines the four steps for developing an effective communications plan.The third section, How to Handle Controversy, provides information on what to do during the heat of an issue and includes tips for evaluating your communications efforts.The fourth section, How to Work with the Media, provides information on how to interact effectively with the media.At the back of this kit is an appendix that includes three worksheets designed to assist you in developing an issues management plan.We hope you find these materials useful in your HIV/AIDS education and prevention efforts.This document was prepared for the Centers for Disease Control and Prevention, Office of the Associate Director for HIV/AIDS under Contract Number 200-91-0906 to the Academy for Educational Development, Washington, D.C., in cooperation with The Johns Hopkins University's Center for Communication Programs, Baltimore, MD, and Porter/Novelli, Washington, D.C.1996Contract Number 200-91-0906821