Social Marketing/Social Media Project Regina Scott Western New Mexico University
Improving the Image of Nursing The goal of this exemplar is to identify how social marketing and social media influence and affect the nursingprofessions vision worldwide. Social marketing is used to improve society by influencing social behaviors and the impact ithas on the general public. The nursing profession has been negligent in sharing with the public the importance of nurses’critical thinking, problem-solving, and research skills (Rhodes, Morris, & Lazenby, 2011). This is imperative for the public toknow because the media often displays nursing with a deceiving view. It is vital that nurses help the public understand thatnursing involves more than nurturing; they also assess, survey for risks, identify client goals, plan independent actions, andprioritize care (Rhodes et al., 2011). Through proper education and truthful advertisements the nursing profession has theopportunity to voice and promote an image of nurses as competent professionals who are knowledgeable and compassionateand strive to provide patients with high quality based care. Nurses are knowledgeab le and caring!
Introduction The image of nursing has changed and will continue to change. Images of angels in starched skirts and nursingcaps eagerly awaiting guidance from physicians has long since been replaced by images of competent, independent men andwomen of diverse cultures (Rhodes et al., 2011). This image is the true image of professional nurses, but nurses have failed toemphasize and communicate the image of knowledge and skill which is essential in order to gain and maintain respect fromthe public and other healthcare professionals. Over the past years nursing has endured a shortage; therefore, it is imperativethe public be educated that nursing is not just about caring; nurses save lives, prevent complications, prevent suffering, savemoney, and provide competent based care (Rhodes et al., 2011). The nursing profession must educate the public regardingthe high level of critical thinking required for nurses and the potential for nurses to impact global problems (Rhodes etal., 2011). A critical issue that has been a problem in the past and continues to be a problem amongst the healthcare professiontoday is the nursing shortage. The nursing shortage has fluctuated from 2005 to 2011, and will increase over the nextfew years (Finkelman & Kenner, 2013). The nursing shortage began in the early 2000’s and was contributed by an increased demand for nurses,a decrease supply of nurses, and unfavorable work conditions (Finkelman & Kenner, 2013). Decreased nursingapplicants, a shortage in nursing faculty, and nurse retirement also contributed to the shortage. The demand for nursesdecreased when the economy declined because nurses had to delay retirement and work full time in order to meet andsurvive the economy’s demand. The delay of retirement and the economys downfall led to decrease job openings forgraduate nurses and made it difficult for associate degree nurses to get jobs due to hospitals and clinics seeking higherskilled nurses.
Nursing Shortage As the economy improves the demand for nurses will increase because nurses who are ready for retirement willretire which will impact the healthcare profession and the care patients receive. Hospitals with low staffing levels tend to havehigher rates of poor patient outcomes, such as pneumonia, shock, cardiac arrest, and urinary tract infections (Finkelman &Kenner, 2013). Hospitals are seeking advanced nurses because patients are sicker and require and increased need for competentcare. With this issue at hand it is important for nurses and the public to be educated on the need for nurses to continue educationand complete at least a Bachelors degree. It is vital to the nursing professions future that the public be accurately informed aboutproblems and issues with the healthcare system so they know how essential nurses are and the problems nurses are faced withtoday. The public needs to hear nursings voice and not base the nursing professions stability on the negative aspects they read orhear from the media. The media advertises the stress and burnout nurses experience, the shortage of staff in hospitals, and injuriesand fatalities caused by unnecessary error; which gives more reason for nurses to voice their knowledge and competence to thepublic, so the public is not left with false images of nursing. When the nursing shortage first occurred nursing schools were filledwith students, but as the shortage improved it left many graduates unable to find employment which effected future nursingapplicants. With the help of social marketing and social media it is hoped that the image of nursing can be accurately presented tothe public to help encourage individuals to pursue a career in nursing. It is important for people to know nursing is a professionthat consists of both men and women of diverse cultures and that it has changed from decades ago when nursing mainly consistedof women. Nursing is one of the highest trusted professions in the United States; therefore, nursing deserves to earn the publicsadmiration for the challenges they face, the critical thinking skills they utilize, and the relationships they establish whenproviding patients with competent care.
Solutions To overcome the varied and conflicting images of nursing solutions must be identified and presented to society.Solutions include: nurses being more of a voice to the press, sending positive letters to editors for every article about theshortage of nursing to help acknowledge the challenges of nursing and recognize rewards are needed (Nevidjon &Erickson, 2001). Other strategies to elevate the image of nursing include: developing an advertising campaign as a socialmarketing plan to promote the positive aspects of nursing, have nurses go to the community schools to educate students aboutthe facets of nursing to help encourage enrollment into nursing school, and utilize the social networking systems to promotethe competent and caring image of nurses worldwide. It is through these strategies that the image of nursing can be recreatedto promote the productive characteristics of nursing, reshape the publics perception of nursing, provide beneficial informationabout nursing, and to improve the overall healthcare profession itself. Quotes Nurses “We are what we repeatedly do. Excellence, therefore, is not an Nurses are competent, act but a habit” Aristotle. caring, and leaders in society. “Knowing is not enough; we must apply .Willing is not • Educate enough; we must do” . Johann Wolfgang von Goethe • Encourage “If your actions inspire others to • Inform dream more, learn more, do more and become more, you are Promote positive a leader” John Quincy Adams. images with results of success
The Truth About Nursing- Want to read more new http://www.nursezone.com/nursing-news-events/more-on nursing in the media? news/center-for-nursing-advocacy-aims-to-improve-professions-www.truthaboutnursing.org. media-image_25122.aspx
Nursing Nursing Attributes Nursing Values* Nursing is founded on specific human values • Family Values • Happiness* Nursing is a scientific knowledge • Sense of Accomplishment • Honesty* Nursing is a technical skill • Responsibility • IntellectNursing is a profession steeped in rich values based on • Human Dignitythe work of Florence Nightingale, which has not • Equalitydegraded over time due to the character of the • Prevention of Suffering (Gokenbach, 2012).individuals that commit to the calling(Gokenbach, 2012).
Educate What nurses must do daily to help improve the image of nursing Educate EducateWhat we must doPart of changing our image is growing as a profession, and such growth requires a nurturing process. Our nurse leaders needto guide this process by doing the following:• Cultivating a professional image by the way they represent the profession• Defining unacceptable workplace behaviors and holding the staff accountable• Teaching nurses the benefits of scripting such as, “My name is Shelley, and I am your registered nurse today.”• Involving the staff in developing the list of unacceptable behaviors• Posting, circulating, and advertising nursing’s accomplishments• Using the local community newspapers for ongoing announcements• Having staff contribute to the com-munity by writing health-related articles in the newspaper• Speaking to civic and community groups about what nursing is and does• Listening to patients’ and caregivers’ perceptions of nursing• Surveying staff, patients, and caregivers about these perceptions• Teaching and mentoring staff on how to validate all they do with appropriate documentation and active committeeinvolvement• Teaching communication skills, so staff nurses feel empowered to respond to negative colleagues in a manner that confrontsand stops behaviors that affect our imageThe time for us to redefine our image is now. By working together, we can help ourselves and the public see the nursingprofession clearly (Cohen, 2007).
Nursing NewsCenter for Nursing Advocacy Aims to Improve Professions Media Image•Print Page•Send to a Friend• ShareBy Debra Wood, RN, contributorThe Center for Nursing Advocacy monitors how television, movie and advertising depict nursing and has successfully eliminated some offensive representations.The volunteer organization relies on nurses collective voice to move media mountains."Its very important that nurses recognize the power we have with our pens, phones and emails to put pressure on producers and advertisers to change portrayals that undermine nursing," saidDiana J. Mason, RN, Ph.D., FAAN, editor-in-chief of the American Journal of Nursing and a member of the centers advisory panel.Mason and colleague Barbara Glickstein, RN, MPH, MS, have produced and moderated New Yorks weekly live Healthstyles radio program for the past 17 years, an experience that hasinfluenced her impressions about media exposure."Ive come to very much appreciate the power of media in shaping how people think and how they behave," Mason said.Sandy Summers, RN, MSN, MPH, executive director and co-founder of the Center for Nursing Advocacy, Baltimore, recognizes nurses persuasiveness and urges all members of the nursingprofession to become active in promoting more positive images of nursing."If we increase public understanding of nursing, health care decision makers will want to increase staffing for nursing and give nurses a bigger role in decision making if they understood weprovide life saving care," Summers said. "More money should flow to nursing education and nursing research."Summers said accurate images of nurses acting professionally would create more realistic public perceptions. That mission drives the centers activities.The center sends an e-mail action alert to its members whenever it notices nurses shown in a positive or negative light. Nurses are asked to send thank you notes for the former and request thoseresponsible for promoting unflattering images to stop, apologize and make amends to the profession, such as by funding an image campaign.Summers began the organization about three years ago, while a graduate student at Johns Hopkins University School of Nursing in Baltimore, Maryland. She and fellow students drew on theprinciples of the nursing process to help figure out what was contributing to the nursing shortage. They decided, at least in part, a perception problem existed."People dont know what nurses do or why it is important, which is why they under fund nursing," Summers said. "So we decided our mission should be to increase public understanding ofnursing, because when people understand better what nurses do, theyll be more likely to want to become a nurse."Chronic misrepresentation of the nursing profession continues to be a stumbling block. Many children do not perceive nursing as a career path, which Summers attributes to watching nurses playsubservient roles on television.Although Summers and members of the organization have met with a producer and medical director from the television show ER, they have not been successful in changing the programsscripting. Physicians on the show continue to triage, defibrillate, provide emotional support to families and perform other tasks that are more typically nurses responsibility. Meanwhile nursesanswer the telephone and help physicians, not only with medical matters but also with personal concerns."ER is the number one [most] damaging television portrayal of nursing. The [shows] are a very subtle proponent of the handmaiden image," Summers said. "It glorifies physicians and makes themthe heroes and marginalizes nurses."More than 400 nurses have written ERs producers. Next, the center plans to contact the shows sponsors and ask them to become involved.Summers finds companies that sell products are more receptive than media outlets to the centers letter-writing campaigns.The center recently convinced the Walt Disney Co. to stop selling pins depicting Jessica Rabbit provocatively dressed as a nurse. Within two days of receiving nurses letters, Disney agreed tocease marketing the jewelry.However, the company would not apologize nor make amends.Members of the advocacy center also persuaded Physicians Formula, makers of cosmetics, to pull a print advertisement that included a woman dressed as a nurse, with fishnet stockings andcleavage showing, while carrying a medicine tray with cosmetics and a holding a mascara wand as one would a syringe."It made nurses look like we exist to provide sexual pleasure," Summers said.After receiving 75 letters within 24 hours, the company apologized and vowed to never run the ad again. However, it also stopped short of helping to shape a more appropriate image."Its not enough to stop causing harm," Summers said. "It still leaves negative impressions of nursing upon the minds of the public with nothing positive to replace it."Dues from 250 members and donations keep the center operational. Summers and the Webmaster draw no salary. Volunteers help coordinate campaigns in specific hospitals or metropolitan areas,write for the Web site, send letters to the editor and participate in other activities.Nurses can submit story ideas for media consideration, help Summers monitor the media, and review movies, books, television and live performances. As for existing reviews, Angels in America
Nursing Shortage StatisticsIf not addressed, and if current trends continue, theshortage is projected to grow to 29 percent by 2020(Human Resources and ServicesAdministration, 2012). The projected shortage in2020 results from a projected 40 percent increase indemand between 2000 and 2020 compared to aprojected 6 percent growth in supply (HumanResources and Services Administration, 2012). By2020, 44 States and the District of Columbia areprojected to have shortages (Human Resources andServices Administration, 2012).
Growth of the ProgramThe Magnet Recognition Program® grows in participation and popularity across the US and the globe. Magnet hospitals enjoyhigher percentages of satisfied RNs, lower RN turnover and vacancy, improved clinical outcomes and improved patient satisfaction.Approximately 6.78% of all registered hospitals in the United States have achieved ANCC Magnet Recognition® status. (AHA, FastFacts on US Hospitals, 2012) Magnet status is not a prize or an award. Rather, it is a credential of organizational recognition ofnursing excellence (American Nurses Credentialing Center, 2012). Last Updated: September 17, 2012 The ANCC Magnet Recognition®, Institute for Credentialing Innovation®, Magnet®, Magnet Recognition Program®, ANCC National Magnet Conference®, and the Pathway to Excellence® Program names and logos are registered trademarks of the American Nurses Credentialing Center. Journey to Magnet Excellence™ is a trademark of the American Nurses Credentialing Center. All rights reserved.
Objectives Three objectives were utilized to create this innovation: 1) This Powerpoint was generated toinform the readers how the image the media creates for nurses effects the entire nursing profession and how thenursing shortage will continue to effect not only nurses, but the patients and families also if the shortage continuesto increase. Nurses need to educate the public and promote positive images so more people will be encouraged toseek out information on the nursing profession. In order for nurses to gain respect from the community and otherhealthcare professions, nurses need to voice and advertise their knowledge and skills which are key assets inproviding competent care. 2) To show the readers how the social media can positively and negatively impactnursing depending on how their messages are viewed or conveyed. If nurses fail to voice the true features ofnursing to the public than the public will only know the information that was sent to them whether it was true ornot. 3) To educate the public that the nursing profession needs both men and women of diverse cultures to seekhigher education because the demand of nursing continues to increase and hospitals are seeking well-educated,proficient nurses. Nursing must reshape the image that has been given to them in order for change andimprovement to be met. Society needs that reassurance of stability with the nursing profession and in order toachieve that the nursing shortage needs to improve; therefore, nurses must be mentors to the public.
ReferencesAmerican Nurses Credentialing Center (2012). Growth of the Program. Retrieved November 26, 2012 from http://www.nursecredentialing.org/Magnet.aspx?gclid=CMai0aLpwa8CFcQbQgodNhfSbgCohen, S. (2007). The Image of Nursing. Retrieved November 27, 2012 from http://www.americannursetoday.com/article.aspx?id=5008&fid=4990Finkelman, A. & Kenner, C. (2013). Professional Nursing Concepts: Competencies for Quality Leadership. Burlington, MA: Jones & Bartlett Learning.Gokenbach, V. (2012). 5 Things That Make a Good Nurse Great. Retrieved November 27, 2012 from 5 Thingshttp://www.nursetogether.com/Career/Career-Article/itemId/2053/5-Things-That-Make-a-Good-Nurse-Great.aspxHuman Resources and Services Administration (2012). Projected Supply, Demand, and Shortage of Registered Nurses: 2000- 2020. Retrieved November 27, 2012 from http://www.ahcancal.org/research_data/staffing/Documents/Registered_Nurse_Supply_Demand.pdfNevidjon, B. & Erickson, J. (2001). “The Nursing Shortage: Solutions for the Short and Long Term.” Online Journal of Issues in Nursing. Vol. 6 No. 1, Manuscript 4. Retrieved November 27, 2012 from http://www.nursingworld.org/MainMenuCategories/ThePracticeofProfessionalNursing/workforce/NursingShort age/Resources/NursingShortageSolutions.htmlRhodes, M. M., Morris, A. H., Lazenby, R. B. (2011). “Nursing at its Best: Competent and Caring” OJIN: The Online Journal of Issues in Nursing Vol. 16 No. 2. Retrieved November 26, 2012 from http://www.nursingworld.org/MainMenuCategories/ANAMarketplace/ANAPeriodicals/OJIN/TableofContents/ Vol-16-2011/No2-May-2011/Articles-Previous-Topics/Nursing-at-its-Best.html