(1) Study the position of the opposition. Learn the arguments of family planning opponents. What do they object to? What is their motivation? Answering such questions will help you to anticipate their arguments and be ready to respond with arguments of your own or else to seize the initiative by releasing accurate information even before the opposition can release its position (29).

(2) Know your own organization's position. Developing clear positions, based on careful research, on major and controversial issues will help to provide responses to hostile questions and criticisms when the need arises.

(3) Prepare to act. When a public controversy erupts or a crisis occurs, you must act quickly. Before your organization becomes embroiled in a controversy, have a plan for developing your response, including who should be consulted and who should make the final decision about what is said to the news media (22).

In a controversy designate a single spokesperson for your organization who should be available to journalists at all times. No one else in your organization should comment on the controversy. Be ready with a supply of press kits and updated press contact lists. Also, have a list of your constituents whom you will inform when a controversy occurs, including program managers and government officials. If they know about the controversy and understand your position, they will be better able to offer support.