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You may be surprised to learn that there is such a thing as "good information" and "bad information". The qualities that distinguish the good from the bad are very simple, yet can sometimes be overlooked in the drive to provide the appearance of a service of information. Quality information depends upon many things, but the most important are all interlinked: clarity, integrity, flexibility, accuracy, availability.

There is simply no point in having information and trying to present it if the message is not clearly constructed and displayed. Where important information needs to be conveyed to as many individuals as possible, it must be kept brief and must be easily understood. Symbols may be preferable to words. It is imperative to avoid the use of jargon at all times.

Clarity covers not only the language used to convey the information, but also the presentation of the information whether it is visible, audible or conveyed by any other means. When presenting a piece of information, you must not only consider what you are saying, but also who you are saying it to. It is important to recognize the age, gender, social grouping and nationality of your target audience amongst other things. If you are presenting the information visually by using text, consider the typeface you use, the use of images, the media that it is presented on. You must also take into consideration the physical and mental abilities of your audience, and you may have to produce a separate form of the information that those with limited sight can read for example.

The integrity of any information will dictate how well it is received and acted upon. Passing on second-hand information from a third-party source does not have the integrity that information gathered directly has. Information given by a credible and trusted individual or organisation also carries more weight than when it is given from a little-known source. This is why many information campaigns use celebrities who are perceived to be trusted, such as Stephen Fry or Sharon Osbourne in the UK, to deliver the message. The public is more likely to listen to a celebrity that they have a level of affection for, than someone who the public do not trust.

Information and the way it is delivered must be flexible. It must have the ability to be updated, changed or withdrawn at a moment's notice. The core message must be delivered in a variety of formats so that the widest possible section of society can benefit.

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