NurseWeek News

Manage the Message
Nursing shortage gives RNs more exposure; let's project a positive image

By Carol Bradley, MSN, RN, California Editor
February 12, 2003

They were everyday people doing extraordinary things. Each was quite exceptional in different ways. The seven astronauts aboard the space shuttle Columbia were diverse in almost every measurable way, but shared an overwhelming fascination and drive for flying and space exploration. All seemingly chose their paths early in life. But if not for the tragedy of their loss to us and to science, we might still be unaware of who they were and what they accomplished at a relatively young age.

For those of us exposed daily to the accomplishments of "science," although in a different form than aerospace, our work in health care might seem ordinary and routine. But to those unfamiliar or inexperienced with the rapid advances in medicine and nursing, what nurses do today in the many walks of our profession is frequently awe-inspiring as well.

Ironically, many of our strongest advocates, those who have personally experienced care at our hands, have come to know us through crisis or tragedy. Confrontations with disease, illness, accident and injury become more common as we travel through life, all incidents requiring some contact with a nurse.

The public also can become familiar with nurses in other ways-through schools, community service and other settings in which nurses work today. Given the manner in which the public is exposed to nursing, we should guard that experience closely, ensuring that an individual's first impression of nursing is one of competence, compassion and professionalism.

However, those unfamiliar with the work of nurses in a real sense may form their opinion by way of modern media, such as the television sitcom "Scrubs" or local newspaper headlines forewarning a strike. We should be concerned about these inaccurate and distorted images. The increasing shortage of nurses and the resulting media attention give us a challenge to constructively manage the harsh spotlight to enlighten others and ultimately benefit our profession.

It's overdue for us all to engage the public in the issues of concern to nursing. People need a real understanding of who nurses are and what we do before they need us.

Nurses-regardless of position, politics or educational level-need to hold strong to our values of education, competence, caring and professionalism, and be focused on how they are transmitted to our patients, nursing students and young people. We need to manage the message, and make sure it is delivered to the right audiences.

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