1. Current Image of Professional Nursing
Prof. L. D. Andrews

2. Nursing Shortage Average age of nursing graduate is 33
Average age of RN is 44
Average age of faculty is 50
By 2015, 50% of RNs expected to retire
By 2006, job opportunities increased by 21%

3. Images of Nursing 1844, Sairy Gamp 1854, Nightengale in the Crimea
1857, Santa Filomena
1915, Edith Cavell
1936, White Angel
1942, So Proudly We Hailed
1942, We Band of Angels

4. Images of Nursing 1962, Nurse Ratched 1972, Hot Lips Hoolilhan
1940s, Nurse Rivers
1997, The English Patient
1997, Golf Magazine
1990s, Vietnam War Women’s Memorial
2000, Meet the Parents

5. Image Makers of Nurses Nurses of America Campaign
convey to public that RNs are expert clinicians
raising consciousness of invisibility of nursing in the news media

6. Public Concern with Nursing
What is the image of nursing being created today?
Saint vs. Sinner image
“Can I trust my life to this RN?
Public want to believe that knowledgeable, caring, committed and dedicated RNs will be available for them.

7. What the Public Believes About Nursing
RNs ranked highest among all professions for the highest professional standards of honesty and ethics
Public seek advice in 4 areas:
self-care or immediate post op care
OTC health care products
admin and SE of prescription drugs
interpreting physician-provided information

8. Why do RNs deride themselves in front of the public?
Tee shirts
Nurses do IT better
Nurses get to the POINT
run a CODE naked
Sloppy clothing
dirty, wrinkled
childish symbols

9. RNs Clash between Beliefs and Reality
Chose nursing because
professional status
made a difference (patient care rewards)
pride in their profession
1990s Healthcare
multiskilled, unlicensed workers
avoid increasing salaries
administrators earn high salaries

10. Business Model of Health Care
Shift from altruistic to business model
Mismatch: nursing care marketed and nursing care provided
Amount and type of nursing care negotiated through third parties with economic concerns
Competitive Marketplace
scarce resources
unlimited wants

11. Nursing’s View
Female dominated by persons socialized to be anti-intellectuals
Focus on skills rather than critical thinking
Knowledge is power

12. Communicating with Physicians
Factually document medical problems in patient care terms
Stay on the issue, not personality
Appropriate communication
protect your time
do not allow inappropriate interruptions

13. Communication Patterns
RNs have a last name, use it
Expect to be addressed in a professional manner as you would address other professionals

14. Believe in Nursing Valuing Nursing Protect the name of “Nurse”
Only RNs should attend nursing staff meetings
Identify yourself
Protect the name of “Nurse”
Insist on being addressed as a professional

15. Creating a New Image Nurses value nursing and image it daily
Nurses take themselves seriously and dress the part
Nurses recognize the value of caring, health promotion, health teaching, and illness care
Nurses believe in themselves and their colleagues