Does an AORN name update require a descriptive phrase?

AORN Journal, March, 1999

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

Historically, there are two types of descriptors: those that work and those that do not. Perhaps the most famous tagline is "GE: We Bring Good Things to Life." Why does a tagline like this succeed for so many years? General Electric presents 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 suggests a facade, but an identity conveys what the organization truly is.(5) A good descriptor also goes beyond the actual words of the organization's acronym (eg, American Telephone & Telegraph [AT&T], National Cash Register [NCR]). A good 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, People Listen), or convey safety (eg, Greyhound: Leave the Driving to Us). Some descriptive phrases are incredibly simple, yet effective (eg, Intel Inside). Some 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 presented professionally, and relate to the identity of the Association. Ideally, the phrase should be used for a long time, but change does occur as the environment demands. If the name update is approved by the House of Delegates, the descriptive phrase (if used) will not necessarily be included in the AORN bylaws. The descriptive phrase needs to be flexible enough to be adapted to meet the needs of the members and their patients.

AORN received 220 descriptive phrase suggestions as part of the survey. 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 Excellence in Perioperative Care,

* Association of perioperative Registered Nurses,

* Advocating for Quality Patient Care,

* Nurses Caring for Surgical Patients,

* Caregivers in the Perioperative Setting,

* Serving the Needs of Perioperative Patients, and

* Your Experts in Perioperative Patient Care.

If the name update bylaw amendment is adopted, and if desired by the House of Delegates, the AORN Board will open 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.