Where are we getting our messaging wrong?

I recall attending a statewide meeting of nursing leaders about 15 years ago. The topic of discussion was nursing’s recognition by the U.S. public as the most respected profession. The Institute of Medicine’s (IOM) landmark report, To Err is Human, had recently been released, acknowledging that more than 100,000 avoidable deaths were occurring annually in the U.S. health care system. I wanted to find a way to pull the IOM report into the discussion, specifically nursing’s response.

When I asked if it was not our role, as nurses, to inform the public about the report and potential untoward outcomes that might arise as a result of our interacting with the health care system, my remarks were met with a resounding, “Yes, but ….” The “but” was, “We can’t scare anyone in the process, and we can’t anger anyone.” Confronted with what appeared to be substantial resistance to my effort to effect positive change, I determined it best to let my line of inquiry expire.

Where are we getting our messaging wrong?

Fast forward to today. Our ailing health care system is currently center stage due to fear of a pandemic. Because nursing’s proximity and frequency of exposure to the currently feared pathogen is higher than that of any other profession, we stand squarely in the spotlight. To stem the tide of this infection, nurses have put themselves in an unknown line of risk and have been proclaimed heroes by the media for their efforts. So when I hear nurse leaders, speaking on the subject of Ebola, state publicly that “we have been warning you for years we are not prepared for this,” part of me just wants to scream, “Florence!” or something else.

Nursing is the most respected profession in the United States, and it represents the largest single group of licensed health care professionals in the country. The profession’s very origin is public health. And yet, according to some of our nurse leaders who speak to the media on our behalf, we are not being heard. Which brings me to the question about which I would appreciate your thoughts: Where are we getting our messaging wrong?

One of nursing’s prime directives, and what the public expects of us, is patient advocacy. How can we advocate for our patients when our trusted voices cannot be heard over the din of verbal finger pointing and a message muddled by fear of alienation or retribution? By rising above the fear and mudslinging, I respectfully suggest.

At a pivotal point in the history of health care in the United States, nursing indeed stands in the spotlight. Given the limited time we have to occupy this enviable position, it’s crucial that we as a profession focus on the needs of the nation and not just ourselves. To benefit our patients and society, we must shine light on the U.S. health care system, even if it means illuminating situations that may not benefit our profession.

I am not suggesting we descend to the lowest common denominator and resort to fear mongering to achieve our goals. Quite the opposite. Without fear of retribution, we must embrace the evidence and share it with the public in a rational manner. We have a track record of credibility, the highest of any profession. We cannot and should not fear being messengers of truth. It is our duty!

For Reflections on Nursing Leadership (RNL), published by the Honor Society of Nursing, Sigma Theta Tau International. Comments are moderated. Those that promote products or services will not be posted.