Infection or detection?: Mediating the message of increased testing

It seems logical to say that if you increase the rate of HIV testing within a target community, you will be hoping to see an increase in diagnoses among that population. The aim of testing is to identify infection and without an increase you may well conclude that your testing program is misdirected or otherwise unsuccessful. But how do you respond when there is a significant rise in HIV notifications and the media conclude that the safe sex message has been lost? How can you show this is due to increased detection and not infection?