1. HIV & AIDS- sharing knowledge, changing lives
4MMC7B1 Public Relations & Reputation Management
Module Leader: John Slevin
Juan Mejia 13549275 Maria Inês Sousa 13583392
Yu-Hsiu Hsu 13471552 Ssu-Teng Chang 13235996

2. About nam
NAM is a charitable foundation that works to divulge information and provide
education regarding HIV and AIDS:
– It works to keep the world up to date with the most recent news, studies and
discoveries about HIV/AIDS
– Gives support to HIV positive patients
– Helps them to understand their condition and options
– Informs healthcare professionals of the best and most recent practises.
Values
Useful, Reliable and Responsive
In addition, the company believes that in order
to maintain their reliable and trustworthy
reputation, they must stay neutral and never
associate themselves with any political party or
pharmaceutical corporation
(Aidsmap, 2012), (Interview, 2012)

3. Nam’s positioning
Nam changes lives with knowledge
• “At NAM we believe that knowledge is power. We are working to create a
world where quality information on HIV is available free of charge to
everyone, everywhere, at anytime.”
• “Access to quality information is absolutely critical to enable individuals
and communities affected by HIV to protect themselves, care for others,
advocate for better services and challenge stigma and discrimination.”
• “NAM is one of the world’s leading sources of independent, accurate
information on HIV and AIDS. Our website, aidsmap.com, is a truly global
resource and is viewed over 4.5 million times every year. It is packed full of
the latest HIV news; research; information on treatment, prevention and
care; living with HIV; conference reports; and HIV service listings.
Whatever your connection to HIV, NAM provides a constant, dependable
source information to support you.”
(Aidsmap.com, 2012)

4. History
• Founded in 1987 by Peter Scott, it originally stood for National Aids
Manual
• Created with the purpose of, in a time of mass hysteria and little medical
developments, collecting all available information on HIV and AIDS
• It grew to become the UK’s number one source of information about HIV
and AIDS
• It remains to this day “one of the world’s leading sources of independent,
accurate information on HIV and AIDS” having grown considerably
• It gathers support from the scientific community, governments,
healthcare and pharmaceutical companies as well as other similar
organisations
(Aidsmap, 2012)

5. Nam’s Objectives
• The organisation as a set of long term objectives, that do not change much
throughout the years. These are the following :
– To maintain and build NAM's core activities in the current, rapidly changing and
uncertain environment
– To take a European lead on information for professionals concerning HIV prevention and
new prevention technologies
– To increase coverage of hepatitis co-infection and other co-morbidities
• They have also publish the objectives for 2010. Although some progress
has been achieved in these areas, the organisation is still engaged in
activities that relate to these goals .
– To address the needs of people working in HIV who are affected by Task Shifting, which
is the process of delegating tasks to less specialized health workers.
– To increase the rootedness of NAM's patient information resources within the UK's
African communities, and to extend the organisation’s reach amongst them
– To develop aidsmap.com's new e-ATLAS as a global hub for sharing information and
networking
(Charity Commission, 2010)

6. Current situation
• Although it is one of the highest rated HIV related,
it remains fairly unnoticed.
• NAM is a very small organisation with only 16 employees.
• Although they have stated that they do not wish to become a
multinational organisation (Interview), they have very limited resources
and influence within their current structure.
• As a non profit organisation, NAM is always struggling with funds.
• The loss of some main funders and the recent
government cuts had a negative effect on the
organisation.
(Interview, 2012), (BBC, 2011) ,(Charity Commission)

7. Key figures
• 4.5 million visits per year to the website, 8 people
per minute
• 31,500 people receive HATIP in 270 countries
(healthcare professionals)
• Relationships with 2500 HIV organisations worldwide
• 46,000 people worldwide receive
their e-news bulletin service
(Aidsmap, 2012 ) * HIV & AIDS Treatment in Practice (HATIP)

8. Nam’s new apps project
Mobile App- HIV test location finder Distributed via
• Assist people to find the nearest HIV testing location • aidsmap website
• A more personalise-able tool enhance the • e-bulletins: HIV weekly, adsmap news, aidsmap
willingness of people to search information and insight
have test • other NAM resources: HTU, back of booklets
• Receive the testing result privately and quickly • facebook and Twitter
• Increasing HIV testing rate that make it become a • HIV relevant publications and medical centre
normal test
• Mobile phone App has not be used by other HIV A great opportunity to tie in this area of services
organization with NHS
• Increase the ability of HIV prevention.
NAM’s information distributing channels
Research input Intl NGOs
Nam
(Interview, 2012)
HIV clinics Partner NGO Website/email Mobile App

9. Nam’s structure
Board of Trustees
Provide strategic leadership for the organisation;
Receive no remuneration
Employees
16 in total, they are responsible for managing and producing informational content
Many of them have a second job
The team is divided in 5 major areas:
Executive Director Communications Finance and Office Editorial Team Editorial
Responsible for Team team Produce Freelancers:
implementing the Establish relationships Manage the informational Members external
strategic plan, as with stakeholders; organisation’s content; to the organisation
well as managing In charge of the finances and IT Maintain the that contribute with
resources communication systems databases and the editorial content
strategy website up to date;
Volunteers
Help the organisation with several tasks;
Receive no remuneration;
High rotation job: most volunteers don’t stay longer than a few months
(Aidsmap, 2012), (Interview, 2012)

10. ANALYSIS OF THE CURRENT
SITUATION

11. Stakeholders map
Community and family Doctors/GP Pharmaceutical companies
(independence)
(indirect) (Indirect contact)
People with HIV/patients
End UK International HIV
Other private organizations
(Gay men/African population) user funders Funders (joint projects)
(incl. trustees)
Government
(NHS, department of health, etc)
Medical media
(source/reactive)
Media HIV clinics
General media
(no relation) nam (Indirect)
LGBT media
(source/reactive) Partners NGOs
(cooperate)
International
(support and joint projects)
Employees
Parliament
Regulators (Small/informal)
(independent)
Government Internal Volunteers
(small/informal)
(indirect) Board
(independent/
not involved)

12. Stakeholder relationships
End user Partners
• No direct relationship • HIV clinics: provide information and leaflets for
• Subscription newsletter non targeted them to distribute
• Information updates on web • Local: work with other NGO focusing on direct end-
• Some social media user relations
• International: work with others in translating
content and sharing knowledge
Funders
• Affected by approval of HIV NHS treatment
Internal
• No formal relationship
• Employees have long periods
• MD has good relations with them
• Volunteer recruit is reactive and limited
• Personal/not corporate
• Board: communications only through MD although
• Work in network with other countries they approve all changes
• No direct relations with government
Media
Regulators • Reactive approach answering specific requirements
• No direct relationship • Don’t like to expose nam too much
• Some employees are consulted as experts • Fear of reputation risk is more than benefit
• Not formal relation with nam • Not segmented approach
• Member of various associations (inactive) • Lack of resources to manage media relations
• Qualification of information standard is critical to
the mission (given by government)

13. Stakeholder relationship analysis
Target audiences Tactics Media Key Messages Interest Other influencing
factors
End user No direct relationship -Subscription At NAM we believe that knowledge is power. We are Information
newsletter working to create a world where quality information on and support
Non-targeted -Information HIV is available free of charge to everyone, everywhere, regarding their
updates on web at anytime. condition
-Public information -Some social
media
Funders No formal relationship: -Press releases We would like to take this opportunity to thank all our Corporate Affected by
personal/not -Website and funders, past and present, for their support. It is your social approval of HIV
corporate, that social networks commitment and generosity that underpins everything responsibility NHS treatment
depends on the -Corporate we achieve for people affected by HIV. actions
Managing Director's communications Deeply affected by
personal contacts -Private Also, we have strict funding guidelines in place to ensure the recession
communications the independence and impartiality of all our information
Work in network with
other countries
No direct relations with
government
-Two way symmetrical
model
Internal Employees: small group -Informal We are a small team of 16 people, with a broad range of Income; Employees: often
(Employees, with informal -Council skills, expertise and experience. Working from our office volunteer work directly related to
volunteers and communication volunteers office in south London, we are committed to bringing clear and the cause, usually
board) accurate information on HIV and AIDS to those who need stay for long
Volunteers: recruit it, and passionate about listening to the people who use periods; not
reactive and limited, our materials to ensure they continue to be relevant,
often short term accessible and useful. Volunteers: short
Board: communications term and high
only through MD Volunteers are an integral and valuable part of the team, rotation
although they approve each bringing their own set of skills and expertise to the
all changes charity. We are so grateful that they give up their free
time to help us make a difference to the lives of people
-Two way symmetrical living with HIV, and cannot thank them enough.
model

14. Stakeholder relationship analysis
Target Tactics Media Key Messages Interest Other influencing factors
audiences
Partners (HIV Focus on direct -Leaflets for NAM enables prevention, healthcare and CBO workers Information
clinics, other end-user relations. external to implement the latest research and deliver the most exchange
HIV related Translating distribution, in effective prevention, testing, treatment, and care
NGO’s both content and cooperation services to their communities.
national and sharing knowledge with the other
international) orgs, e- NAM works to provide an essential platform through
-Public information newsletter, HIV which people can share their research and experience;
& AIDS - upload resources; and network and collaborate with
Treatment in others.
Practice
(HATIP).
Regulators No direct -Personal NAM is a reputable, neutral and reliable source of Ensure that the Qualification of
relationship. contacts information. Its follows all guidelines and practices organisation works information standard,
Some employees (meetings) defined by the regulation organs such as the within the law and which is given by the
are consulted as Department of Health and the Parliament. Therefore, according to the government, is critical to
experts. it should be regarded as a legitimate source of correct parctise the mission
Not formal relation information. guidelines
with NAM.
Member of various
associations
(inactive)
-Public information
Media Reactive approach -Press releases NAM has the most up to date information on HIV and Information Fear of reputation risk is
answering specific -Personal AIDS related issues. In addition, they are neutral and more than benefit
requirements. contacts not backed by any pharmaceutical company,
Not segmented -Interviews therefore, their information is reliable and impartial. Lack of resources to
approach. NAM is the first source of information for HIV and manage media relations
Limited resources AIDS.
-Public information

15. PEST analysis
Description Implication Certain Important
Political The government setting the discount rate Government tax reducing law.
when company or people donate money. Pharmaceutical companies **** ****
NHS approved the HIV treatment scheme. donations reduced. ***** *****
Economic There are about 16,000 charities in the UK, Charities share the donation
certainly, those charities share the donation ***** *****
in the UK. Impact on funds from government to
Government cuts to the health sector and support activities from charities.
charities. ***** *****
Economic downturn in the UK, with people Reduction in donations from private ***** *****
having less money to donate. funders.
Social In 2010, an estimated 91,500 people who People diagnosed late with HIV is
living with HIV in the UK and around a still high and the awareness of HIV ***** *****
quarter of them do not know their infection. infection need to improve.
Although the percentage of people
diagnosed late has decline, the proportion of Importance of disseminating ***** *****
late diagnoses remain high at 50% in 2010. knowledge and educate about HIV.
Still not enough knowledge of HIV and need
education of prevention and respect for HIV Need to communicate the better
patient. new tests. ***** *****
People are afraid of HIV test because of
stigma and time for results. Need to show the impact of the
Since treatments have gone a lot better, disease although is not mortal ***** *****
people are less afraid of the disease. anymore.
Technological Personal device developing and application App for locating test sites and
innovation let people can find the treatment options ***** *****
information of HIV and its test online
anytime anywhere. Develop new online and mobile
Online users have increased and the use of tools ***** *****
mobile is key to privacy.

16. SWOT analysis
Strengths Weakness
• Strong brand • Funding inflows
• Reputation • Marketing and brand
• Good large user base • Reputation fear
• Knowledge • Growth fear
• Reliable source • Lack of resources to execute projects
• Information resources • Diversification of services
• International network • Brand awareness
• Online tools and resources • Activation of content
• Established team • Relationship with funders is personal
• Opinion leaders
Opportunities Threats
• Web access • Economic crisis
• Mobile • Decrease in donations
• New tools (apps) • NHS drug scheme approved
• CSR Business initiatives • Other NGOs
• More awareness • A cure for HIV
• International user base and interest • New entrants
• more HIV patients • New online sources/amount of online content
• Partnerships/alliances
• More brand awareness
• Increase education awareness

17. Issues Matrix
Likelihood of
occurrence
Competition for donations
High
Lack of
Lack of awareness
available funds
of NAM and its
activities
Other sources online
Cure for HIV or
Low AIDS be found
No further improvement in
testing or treatment
Potential
Low High Impact

18. PR PLAN

19. Objectives
Corporate Goal
Create a world where quality information on HIV is available free of charge to everyone, everywhere, at anytime.
Business Goal
Increase the funding to achieve the corporate goal and continue to expand out information platforms and
assure business continuity.
Marketing Objectives
Increase brand awareness of the NAM brand by 30% (towards pre study), increase funds received by
donations in 40%, and develop 4 initiatives that drive revenue for the organization.
Marketing Communication Objectives
Increase the brand awareness of NAM to guarantee an inflow of funds that ensures the continuity of
the organization and the projects that are planned.
Public Relations Objectives
• Enhance the reputation of NAM and position it as the overall leader in providing HIV information with
an increase of 30% in Top of Mind measures.
• Increase awareness of the importance of HIV testing and treatment options for people living with HIV in
the overall public, achieving an increase of 50% in the national quantity of monthly tests.
• Have an impact on the doctors, NHS and clinics about importance of promoting testing and the
available information sources, contributing to increased number of monthly tests.
• Demystify the beliefs of living with HIV, with national press coverage of more than 40 articles with the
key messages.
• Increase relationships with all stakeholders and therefore increase amount of visits and visitors to the
different channels by 100% during the campaign: website, mobile site, apps.

20. Strategic Approach
• To change the perception that HIV is something that happens
only to gay men and African communities.
• To make it a public matter. Everyone should get tested at
least once a year, as if they know they have it they can treat it
better and avoid giving it to other people.
• In this overall approach, NAM is the key information provider
for both: the testing sites and options, and information about
living and treatment for HIV.
• The following strategic approach shows the strategies to
achieve this overall goal through managing the different
stakeholders.

21. Strategic Approach map
•New NGO partners
NGO •Event
•Change mindset •Newsletters
Internal •Workshop
•New plan Partners
•Medical visitors
•Campaign package
GPs •Pins for tested people
•Material
• Social media recruiting
• Online application and video
Volunteer presentation • Info graphic video
• Online assessment • Monthly newsletter
• Split into social media and Media • Section in website
doctors activities • Social media engagement
with journalists
• Introductory video • Re define to all population
• Sponsor for • Knowing matters campaign:
awareness campaign • Phase 1: I know! Do you? Knowing matters.
Funders • Institutional projects End user • Phase 2: living with HIV? Knowing matters.
• Newsletters, annual • Social media campaign
review and meetings. • Celebrities/public figures endorsement

22. Key Message Roadmap
TARGET KEY MESSAGES DESIRED RESPONSE
AUDIENCES
End users Do you know if you have HIV? Increase the awareness of HIV
Information makes a difference to all. testing and treatment options
Testing once a year is very important for all. available on the nam website.
Living with HIV is better if you are informed.
Partners: We want to make HIV awareness a matter of HIV is no longer an issue just of
other NGO’s everybody’s business. It is extremely important for gay men and African
HIV related organisations to unite forces and act in communities. Everyone should be
cooperation with each other, to maximize our tested and if they are positive,
resources and spread our common message more they should be aware of how to
effectively. manage it.
Partners: NHS HIV testing should be a regular procedure (at least Make HIV testing a standard
and once a year) for your patients. procedure.
healthcare NAM will be able to provide you with up do date Increase awareness by GPs.
professionals information regarding testing, treatment and Become a more used source for
procedures, free of charge. practitioners.
NAM is a reliable and trustworthy source that you
can consult for the latest news and research.
Volunteers We want more volunteers to make our new More volunteers with the
campaigns happen and have an impact. capabilities we need.

23. TARGET KEY MESSAGES DESIRED RESPONSE
Key Message Roadmap
AUDIENCES
Funders We are commited to developing awareness NAM is a reputable organisation
that has a valuable objective. By
helping them, I am improving my
brand image and my reputation
among my stakeholders
Media HIV is a matter of all, you can help us make people Journalists aware of the situation
aware of the need of getting tested and access and engaged to support the
information to learn how to live with it. cause and publish the
information we select for the
general public.
Internal - HIV is no longer an issue for gay men and African We understand that the times are
employees population, it is a matter of all society. changing and we will change our
The information we provide is the key to preventing approach to making information
HIV and better treatment for people. accessible to meet the needs of
Our impact goes beyond boundaries, and we should all the society and according to
not worry about this. The more we do, the better. the latest trends.
Its possible to do more, stay being neutral and stay in
control of the organization.
We need to refocus our organization to really make a
difference in the world.
Sharing information is a key to knowledge in the
digital world.

24. Internal - employees
Objective:
• Change their attitude towards growth and impact of the organization in the
community.
Strategy:
• Make the internal team aware of the changes of the population and
change their way of thinking about what the opportunities really are and
how they can make a difference.
Tactics:
• Develop a two day workshop outside of London to drive awareness and
build a new plan for the organization.
• Try to promote innovation and review facts like target population,
strategies, tools, funding, etc.
Model: Two-way symmetric

25. End user
Objective:
• Redefine the end user and broaden the target audience.
Strategy:
• Build awareness to the UK population about HIV and the importance of
being tested, prevented and if you have it, get informed.
Tactics:
The Knowing Matters Campaign
• Phase 1: Viral campaign “I know! do you? Knowing matters…” in social
media and promoting sharing with friends if you have been tested, stressing
the role of the information about NAM for tests.
-Contact celebrities and public figures to make them part of the campaign.
• Phase 2: Online campaign “Living with HIV? Knowing matters…” aimed at
communicating the mission of NAM and creating a reputation.
• Social media follow up with messages regarding the importance of testing
and the resources available.
Model: Public information

26. End user Knowing Matters Campaign Execution
• Phase 1: Viral campaign • Phase 2: Online campaign
“I know! do you? “Living with HIV?
Knowing matters…” Knowing matters…”

27. End user Knowing Matters Campaign Execution
T-shirt
Poster Pin
(Better to know, 2009)

28. Partners: NGOs
Objective:
• Broaden the network of partners and join forces to build awareness on HIV
testing and living with HIV.
Strategy:
• Identify new health oriented/HIV/aids organizations to work together
towards a broader end user base.
Tactics:
• Identify possible organizations that could participate.
• Develop an event to show the proposal to them. (Annual partners meeting
for HIV awareness)
• Monthly newsletter for partners talking about new research, findings,
activities, etc.
Model: Two-way symmetric

29. Partners: NHS and healthcare professionals
Objective:
• Increase the awareness of the importance of testing once a year and the
available information of living with HIV.
Strategy:
• Distribute materials of the campaign and engage doctors and admin of
clinics to allow them to hang the materials.
Tactics:
• Develop an approach like “pharmaceutical representative” to visit doctors
and inform them about the HIV testing campaign and give them the
information package.
• A group volunteers will be in charge of developing this campaign with data
provided by NHS.
• Pins for people who got the test with “I know!”
Model: Two-way symmetric

30. Volunteers
Objective:
• Recruit a new group of committed volunteers with skills to develop our
new campaigns.
Strategy:
• Use social media to recruit people and develop specific training for each
group.
Tactics:
• Identify skills needed, responsibilities and tasks.
• Develop a web survey for interested people.
• Require a video introduction of the person.
• Develop a virtual selection process.
• Divide into two groups: “social media ambassadors” and “doctors visitors”
• Develop a web training with video and tests to become a volunteer
• Organize a meeting for introducing them to the plan and responsibilities.
Model: Two-way asymmetric

31. Funders
Objective:
• Increase the level of funding from companies and persons to allow the organization
to develop the campaigns and tools.
Strategy:
• Use the new initiatives as a platform to fund new and existing projects and increase
the reputation of NAM to attract more funding.
Tactics:
• Develop an introductory video to send by direct mail to identified possible funders.
• Identify one main sponsor for the “Knowing matters” campaign to fund it and have
more impact.
• As a result of increased awareness of the NAM brand we can target new companies
to fund projects for NAM.
• Create institutional relationships between NAM and the funders, through the
development of projects with each funder and structured communications:
newsletter, annual review, etc.
• Develop relationship building meetings with each on a quarterly basis.
Model: Two-way symmetric

32. Media
Objective:
• Increase the awareness of HIV testing and treatment and enhance NAM’s
reputation as the leading source.
Strategy:
• Demystify HIV testing and treatment, and saying that it is a matter to all the
population.
Tactics:
• Campaign launch: Information Graphic video about the stats of HIV in the UK,
the testing options, testing sites, profile of people, treatments available, etc.
• Monthly newsletter with the three most important news or research that
impacts the general population with key facts.
• Build a specific section for media in the website where they can ask questions,
find resources, etc.
Model: Press agentry

33. Measurement
Levels Methodology
• Funds raised with new companies/persons
• Increased number of relationships with new NGOs
• Increase HIV tests developed before and after the campaign
Out- • Increased visits to the website
come
• 30% increase of brand awareness (pre and post survey)
• 100% increase of people visiting NAM online tools
• Increase number of people following/retweeting messages
• 50% click through from newsletter messages sent
Outtake • 40 % increase in fund raising
Number of GP practices with campaign material installed
Number of articles with the key campaign messages and
brand mention
Number of t-shirts sold
Number of celebrities/public figures involved in the campaign
Number of doctors visited
Outputs Number of newsletters sent to each target audience
Number of meetings with possible partners
Number of interviews with media
Number of volunteers participating in the program

34. Budget
Audience Activity Qty Unit cost Total cost
Internal Change mindset internal campaign 1 300 300
Planning workshop 1 500 500
Development of new plan 1 2.000 2.000
TOTAL 2.800
Funders Develop and send Introductory video 1 3.000 3.000
Sponsor for awareness 1 500 500
Campaign development 1 1.000 1.000
Institutional projects 1 1.000 1.000
Newsletters, annual review and meetings 6 1.000 6.000
TOTAL 11.500
Volunteers Social media recruiting 1 3.000 3.000
Online application and video 1 2.000 2.000
Presentation event 1 2.000 2.000
Online assessment 1 2.000 2.000
Activities development admin 5 200 1.000
TOTAL 10.000
Partners Identify new NGO partners 1 2.000 2.000
Event 1 4.000 4.000
Newsletters 5 1.000 5.000
GPs: medical visitors training 1 3.000 3.000
Campaign package development and production 2000 20 40.000
TOTAL 54.000
Media Infographic video development 1 5.000 5.000
Monthly newsletter 5 1.000 5.000
News section built in website 1 2.000 2.000
Social media engagement with journalists 5 400 2.000
TOTAL 14.000
End user Identify PR agency 1 1.000 1.000
Develop campaign proposal 1 10.000 10.000
Celebrities engagement 2 1.000 2.000
Phase 1: I know! Do you? Knowing matters. 1 10.000 10.000
Phase 2: living with HIV? Knowing matters. 1 10.000 10.000
Social media campaign 1 20.000 20.000
TOTAL 53.000

35. Timeline
Audience Activity June July August September October November December
Internal Change mindset internal campaign
Planning workshop
Development of new plan
Funders Develop and send Introductory video
Sponsor for awareness
Campaign development
Institutional projects
Newsletters, annual review and meetings
Volunteers Social media recruiting
Online application and video
Presentation event
Online assessment
Split into social media and doctors activities
Start activities
Partners Identify new NGO partners
Event
Newsletters
GPs: medical visitors
Campaign package development
Additional material
Media Infographic video development
Monthly newsletter
News section built in website
Social media engagement with journalists
End user Identify PR agency
Develop campaign proposal
Celebrities engagement
Phase 1: I know! Do you? Knowing matters.
Phase 2: living with HIV? Knowing matters.
Social media campaign

36. References and Bibliography
Adlam, P., 2012. Discussion on the HIV charity : NAM. [Interview ] (Personal communication, 14 Mar 2012)
Aidsmap, 2012.Home, Source , About us et al.. [online] Available at: <http://www.aidsmap.com/aboutus/Who-we-
are/page/1276062/> [Accessed 30 March 2012]
Better to know website, 2009. HIV statistics in the UK. Available at: <http://www.better2know.co.uk/std-sti-testing/hiv-statistics>
[Accessed on 1 April 2012]
BBC, 2011. Charity “hit by funding cuts”, BBC [online] Available at <http://www.bbc.co.uk/news/uk-politics-14366522 >
[ Accessed 15 March 20192 ]
Charity Commission, 2012.NAM PUBLICATIONS. [online] Available at:
<http://www.charity-commission.gov.uk/Showcharity/RegisterOfCharities/CharityWithPartB.aspx
?RegisteredCharityNumber=1011220&SubsidiaryNumber=0> [Accessed 29 March 2012]
Health Protection Agency, 2011. HIV in the United Kingdom: 2011 Report. [online] Available at:
<http://www.hpa.org.uk/webc/HPAwebFile/HPAweb_C/1317131685847> [Accessed on 1 April 2012]
Slevin, J. 2012 Industry, Models, Roles 4MMC7B1.2 Public Relations and Reputation Management, University of Westminster,
unpublished.
Terrence Higgins Trust, 2012. HIV in the UK: facts and statistics. Available at:
<http://www.tht.org.uk/informationresources/factsandstatistics/uk/ > [Accessed on 1 April 2012]