3.1 Identify appropriate and inappropriate methods of communication

This guide will help you answer 3.1 Identify appropriate and inappropriate methods of communication.

In health and social care, health promotion is about encouraging people to make positive choices that improve their physical, mental and social well-being. This can include promoting healthy eating, physical activity, stopping smoking, or regular health checks. Communication is at the centre of this work. Choosing the right method can make a campaign or message more effective. Choosing the wrong method can mean the message is ignored or misunderstood.

Appropriate communication methods suit the audience, fit the setting, respect culture and background, and convey the message clearly. Inappropriate methods can cause confusion, offend, or miss the target audience entirely.

Appropriate Methods of Communication in Health Promotion

Appropriate methods create interest, build trust and help people feel confident about making changes. These methods meet the needs of the audience and make the message easy to understand.

Verbal Communication

Face-to-face talks, group presentations, or community workshops allow for direct conversation.

Effective verbal communication in health promotion includes:

• Speaking at a pace and tone the audience can follow
• Using plain language without medical jargon
• Asking questions to check understanding
• Inviting questions from the audience
• Using positive, encouraging language

For example, in a smoking cessation group, you might discuss both the benefits of quitting and practical strategies to overcome cravings.

Non-Verbal Communication

Body language, hand gestures, and facial expressions often reinforce the spoken message.

Appropriate non-verbal communication in health promotion involves:

• Smiling to create a welcoming atmosphere
• Making comfortable eye contact
• Using open and approachable body posture
• Using gestures to help explain points, such as showing portion sizes with hand shapes

Positive non-verbal cues can put the audience at ease, making them more willing to listen and participate.

Written Communication

Leaflets, posters, and letters are widely used in health promotion.

Appropriate written communication should:

• Use simple, direct language
• Include bullet points for key facts
• Have clear headings
• Provide contact details for extra support
• Feature evidence-based information from trusted sources

For example, a health promotion leaflet about flu vaccination could include a short list of benefits and details of local clinics.

Visual Communication

Visual methods use images, symbols, videos, charts or infographics to communicate messages.

Appropriate use might include:

• Clear images that reflect the audience’s background and culture
• Simple graphs showing health statistics
• Video demonstrations for exercise routines
• Step-by-step picture guides for healthy recipes

Visuals can help people who struggle with written text or who prefer visual learning styles.

Digital Communication

Digital methods include websites, social media posts, email newsletters, podcasts, and online webinars.

Appropriate digital communication practices include:

• Using official, secure channels
• Writing in a professional but friendly tone
• Using captions on videos to reach people with hearing loss
• Sharing accurate, evidence-based information
• Creating interactive content, such as quizzes or polls, to engage audiences online

For example, a local health service could use an online webinar to promote cancer screening and answer questions in real time.

Inappropriate Methods of Communication in Health Promotion

Inappropriate communication can fail to achieve the health promotion goal and may cause harm or offence. These methods might exclude certain groups or mislead people.

Poor Verbal Communication

This can include:

• Speaking too quietly or too loudly
• Talking in a fast or rushed manner
• Using over-complicated medical terms
• Interrupting or not listening to questions
• Being dismissive of concerns

Such approaches can make participants feel unvalued and cause them to disengage from the message.

Poor Non-Verbal Communication

Negative body language can affect how a health promotion message is received.

Examples include:

• Avoiding all eye contact
• Folding arms in a defensive stance
• Showing frustration through facial expressions
• Appearing distracted, such as looking at a phone during discussion

These behaviours can make audiences feel uncomfortable or less willing to take part.

Inappropriate Written Communication

This can take many forms:

• Overly technical content that can confuse a non-specialist audience
• Dense paragraphs with little white space
• Poor spelling, punctuation or grammar that reduces credibility
• Culturally insensitive images or examples
• Outdated or inaccurate health information

These mistakes can cause confusion and undermine trust in the health message.

Misuse of Visual Communication

Common issues include:

• Using images or videos that are unclear or unrelated to the topic
• Overly complex charts that are hard to interpret
• Visuals that stereotype or exclude certain groups
• Graphic images that could distress or offend

Poor visuals can distract from or even contradict the intended message.

Unsafe or Unprofessional Digital Communication

Digital channels can be powerful for health promotion, but poor use can damage the message.

Problems include:

• Using unverified or untrusted sources
• Failing to control comments on public social media posts, leading to misinformation spreading
• Not making online content accessible (e.g., no captions, poor formatting)
• Using an overly casual tone for serious topics
• Breaching privacy by sharing identifiable case examples without consent

Inappropriate digital communication can damage the organisation’s reputation and reduce public trust.

Matching Communication Methods to the Target Audience

When promoting health you must consider who you are trying to reach. Different audiences respond to different styles and methods.

Factors include:

• Age: Younger audiences may respond to social media campaigns, while older people may prefer printed materials or local talks.
• Culture and language: Materials should be in the preferred language and use culturally relevant examples.
• Literacy levels: Plain language and visuals can help where literacy is a barrier.
• Technology access: Not all audiences have reliable internet or devices.
• Health beliefs: Some audiences have strong cultural or personal beliefs about health topics, which should be respected in the messaging.

An appropriate method recognises these factors from the start.

Communication in Group Health Promotion Activities

Group activities can be effective for promoting health in communities. Examples include healthy cooking classes, exercise sessions or support groups.

Appropriate methods in these settings include:

• Welcoming participants warmly
• Using inclusive language
• Encouraging participation and allowing time for discussion
• Using flipcharts or slides with simple bullet points
• Demonstrating skills physically where possible

Inappropriate methods for group promotion include:

• Dominating the session and not allowing input
• Using complex slides with too much text
• Ignoring questions or responding dismissively
• Overloading participants with too much information at once

Communication for Sensitive Health Topics

Some health promotion topics are sensitive, such as HIV prevention, sexual health, mental health or substance misuse. These require thoughtful communication.

Appropriate methods include:

• Choosing a private and safe space for discussion
• Using non-judgemental language
• Listening without interrupting
• Providing clear signposting to further help
• Being mindful of cultural and religious sensitivities

Inappropriate methods for sensitive topics might be:

• Using fear-based shock tactics without support
• Sharing information in public without consent
• Using language that stigmatises or shames
• Making assumptions about lifestyle or behaviour

Legal and Ethical Considerations

Health promotion communication must meet both legal and ethical standards.

Relevant legal requirements include:

• The Equality Act 2010: Makes it unlawful to discriminate in access to services and information.
• Data Protection Act 2018: Protects the privacy of individuals when personal data is collected or stored.
• Health and safety laws: Certain communication methods, such as in-person events, must meet safety standards.

Ethical practice includes:

• Respecting confidentiality
• Using information that is truthful and evidence-based
• Giving people the opportunity to make informed choices rather than pressuring them

Breaking these rules or ignoring ethics can cause harm and prevent health promotion goals from being met.

Examples of Combining Communication Methods

Health promotion often works best when more than one method is used together. This allows the message to reach different parts of the audience.

Examples:

• A healthy eating campaign could use posters in clinics, cooking demonstrations in the community and recipe videos online.
• A stop-smoking programme could offer one-to-one counselling, group support sessions and supportive text messages.
• A breast cancer awareness project might combine written leaflets, radio adverts and social media videos explaining how to check for symptoms.

Care must be taken to keep all materials consistent and accurate.

Feedback and Review

Health promotion messages should be reviewed and improved over time. Feedback helps identify whether communication methods are working.

Ways to gather feedback:

• Short surveys at the end of an event
• Asking participants what they found most useful
• Monitoring engagement on digital platforms
• Recording attendance at sessions or clinics

Feedback can show whether the method connected with the audience or if changes are needed to improve reach and understanding.

Avoiding Assumptions in Health Promotion

Avoid assuming everyone has the same knowledge, interests or needs. This can lead to inappropriate methods and disengagement.

Always check:

• What the audience already knows about the topic
• Their preferred channels of information
• Any barriers, such as cost, stigma or lack of local support services

This helps to match the right message with the right method.

Final Thoughts

Health promotion relies on clear, accessible and respectful communication. Appropriate methods are those that are accurate, inclusive and targeted to the people you aim to reach. They can be verbal, non-verbal, written, visual or digital, but they must always meet professional, legal and ethical standards.

Picking the wrong method can waste resources, reduce engagement and even cause harm. Thinking carefully about the needs and circumstances of the audience is key. By planning, checking and adapting, health promotion workers can give messages that people understand, trust and act upon.