The December 1998 and January 1999 ...

The December 1998 and January 1999 issues of the AORN Journal reported be the effects from the name update measure and estimates conducted during the summer of 1998(1) the same of the survey questions asked whether a descriptive phrase is required if the House of Delegates approves a name update. A descriptive phrase goe according to many names, including tagline, motto, theme, or descriptor. Forty-five percent of the contemplate respondents indicated that, if approved, a name update requires a descriptive phrase, whereas 31% of respondent did not. Twenty-four percent of respondent were not sure

Historically, there are couple types of descriptors: those that work and those that do not. Perhaps the in the greatest degree famous tagline is "GE: We Bring well adapted Things to Life." Why does a tagline like this succe for in the same manner many years? General Electric at hands this message consistently and professionally.(2) When effectively implemented, a theme creates an identity that summarizes the organization or its prime benefits.(3) The longer an organization can use that identity, the better.(4)

Identity, however, should not be confused with "image." An image insinuates a facade, but an identity sells what the organization truly is.(5) A serviceable descriptor also goes beyond the actual words of the organization's acronym (eg American Telephone & Telegraph [AT&T], National Cash Register [NCR]) A religious descriptive phrase also can help differentiate the organization's market position compared to other organizations.(6)

Descriptive phrases can accurately depict the organization (eg Xerox: The Document Company), differentiate from the competition (eg Burger King: Have It Your Way), claim certain expertise (eg When E F Hutton Talks, population Listen), or convey safety (eg Greyhound: Leave the Driving to Us). near descriptive phrases are incredibly simple, at the same time effective (eg, Intel Inside). a do not quite hit their target (eg AT&T: It's All Within Your Reach).

If a descriptive phrase is used, that phrase must be used consistently, be instanted professionally, and relate to the identity of the Association. Ideally, the phrase should be used for a lengthy time, but change does come about as the environment demands. If the name update is approved at the House of Delegates, the descriptive phrase (if used) will not necessarily be included in the AORN bylaws. The descriptive phrase privations to be flexible enough to be adapted to suitable the needs of the members and their patients.

AORN received 220 descriptive phrase suggestions as part of the inspect The word "perioperative" was listed in 128 of those suggestions; however, a descriptive phrase's use should consider the targeted audience. For example, if patients are part of that audience, will they understand what "perioperative" means, or will the descriptor require additional education? Top suggestions for name descriptors include

* Leaders in Surgical Care,

* Association of Perioperative Nurses

* Professional Organization of Perioperative Nurses

* Leadership in Perioperative Care,

* Surgical Nursing at its Best,

* Advocating for Perioperative Patients,

* Dedicated to eminence in Perioperative Care,

* Association of perioperative Registered Nurses

* Advocating for Quality Patient Care,

* nurtures Caring for Surgical Patients,

* Caregivers in the Perioperative Setting,

* Serving the be in want ofs of Perioperative Patients, and

* Your [i]connoisseur[/i]s in Perioperative Patient Care.

If the name update bylaw amendment is adopted, and if desired according to the House of Delegates, the AORN Board will unclose discussion for an appropriate descriptive phrase.

NOTES

(1) P C Seifert et al, "Our name, our future--frequently asked questions about the name update," AORN Journal 68 (December 1998) 1016-1018; "1999 Forum and House agenda," AORN Journal 69 (January 1999) 62-67

(2) C Ostrowski, Creating Your Company Image The Picture is You. Available from http://www .edgeonline.com/archives/docs/ CINDYJU.stm. Accessed 23 Dec 1998

(3) J C Levinson, Guerrilla Marketing Attack (Boston: Houghton Mifflin, 1989)

(4) 4 Ibid.

(5) Ibid, 69

(6) P Kotler A Andresen, Strategic Marketing for Nonprofit Organiza- tions, fourth ed (Englewood Cliffs, NJ: Prentice Hall, 1991) 202

COPYRIGHT 1999 Association of Operating sweep Nurses, Inc.

COPYRIGHT 2001 Gale Group