In this interview Professor Paul Crawford from the School of Nursing and Midwifery explains how better communication strategies can help improve the reputation of the health service.

This is in response to criticism of a number of hospitals in the UK.

Professor Crawford holds the UK's first personal chair in Health Humanities at The University of Nottingham resulting from his contribution in leading internationally renowned research teams applying the methodologies and insights from the humanities, in particular language and literature, to enhance, improve and humanise health care