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Improving the public's image of nursing is always an issue for nurses; ensuring that nursing gets professional respect in hospitals and other institutions is a whole other one.

Kathy Webster, RN, MSN, CNAA, vice president of Patient Services, Hudson Valley Hospital Center, Cortlandt Manor, N.Y., knows that actions speak louder than words when it comes to elevating the image of nursing in any facility. "Internally, nursing's image coincides with the one that the CNO portrays and the influence that individual has in forums where key decisions are made," says Webster.

According to Webster, there's yet another piece to the positive image puzzle. The CEO must recognize that nursing plays a vital role in quality and service. "Starting at the top, the CEO can send a powerful message about the image of nursing and the profession as an integral part of the team." For example, Hudson Valley Hospital hosts an annual black-tie event where it honors a staff member. In 2004, the CEO decided to honor the entire nursing staff, and corporate sponsors helped to ensure that 150 nurses could attend, free of charge.

Just being there

By their presence, Hudson Valley Hospital leaders send strong messages that nursing is a powerful force. "For example, the CEO attended our certification celebration when a number of nurses received their specialty-specific certifications and often accompanies me on rounds and during many of our events during Nurses Week," she says.

Webster's office is in the executive suite and close to the CEO's office. The physical set-up facilitates constant communication, both formally and informally, she adds.

Internal workings

Hudson Valley Hospital's advertising programs focus on nursing, which helps to send a positive message to consumers and hospital staff about nursing. Webster sits "at the table" with advertising executives and hospital administrators to develop hospital ad programs, and she makes sure that nursing is included. One campaign featured real-life nurses from the institution, and the current campaign looks at Magnet and nursing excellence.

"Our current ad campaign is focused around excellence in nursing and speaks not only to Magnet but to nurses who are being recognized by the local Hudson Valley magazine," Webster says. "We have taped radio spots, and in one, the CEO acknowledges that patients spend most of their time with nurses. Again, the message is clear - that nurses are integral to patient experiences."

Hone in on what's important

Branding an image requires focus. Webster and her colleagues internally communicate key messages to brand the image for nursing at Hudson Valley. They focus on professionalism and career elevation, for example, staff training, certifications, continuing education, and ensuring that nursing has the tools it needs to be autonomous.

"We aspire to high standards, and I advocate for the resources that enable nurses to reach those high standards," Webster adds.

Nursing's advocate

Webster's visibility as a nursing representative to hospital leadership and a positive role model to staff are essential in elevating the image of nursing. She participates regularly in rounding on all the shifts and meets one-on-one with every newly hired nurse, to break down the walls and the barriers.

She is particularly proud of the fact that she has helped to increase nursing staff participation in interdisciplinary committees, including those that come under the umbrella of the medical board. "We now have staff nurses 'at the table,' and that speaks to the value that we place on our nurses' input," she says. "Of course, now with our shared governance structure, we're all making decisions together."

The nurse leader's role, she says, is to send the message that nursing is highly valued and recognized as critical to all outcomes, and that it needs to be supported to aspire to the highest of standards. "If there's a proposed change, my first question is: 'Have you talked to the staff? What did they say?'" Webster says.

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Lisette Hilton is a frequent contributor to Nursing Spectrum and a freelance healthcare reporter. To comment on this story, e-mail editorNJ@nursingspectrum.com.

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