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For decades, nurses have been working quietly in the background, content to do their jobs with little recognition. It is time for nurses to come out of the woodwork and into the forefront of health care. Although self-promotion may seem almost sacrilegious to some nurses because of the selfless nature of the profession, it is vital to the survival and the long-term success of the profession. Ways to promote yourself include: 1. Start by taking stock of your strengths and assets. 2. Become active in your state nurses association and specialty organization. 3. If you win an award, shout it from the rooftop. 4. Attend work-related social events. 5. Collect accolades. 6. Volunteer to be on interdisciplinary committees.

For decades, we nurses have been working quietly in the background, content to do our jobs with little recognition. Most people, including others in health care, still don't know what we do or are capable of doing. Yet in the last 15 years, our knowledge, education, and skill level, not to mention the complexity of the health care working environment, have all dramatically increased.

It's time for nurses to come out of the woodwork and into the forefront of health care. We're indispensable members of the health care team and must reestablish ourselves as vital players in the new health care market by promoting ourselves as individuals and nursing as a profession.

Getting the word out

Self-promotion isn't bragging or boasting and won't detract from our status. In essence, it's a form of communication, a way to educate the public, influence legislators and administrators, attract competent new people to the profession, and bolster the spirits and self-esteem of every nurse. Self-promotion means being proud of who we are and what we do. After reading all that, how can you not promote yourself?

Although self-promotion may seem almost sacrilegious to some nurses because of the selfless nature of our profession, it's vital to our survival and the long-term success of our profession. Perhaps, like many nurses, you think self-promotion applies only when you're looking for a new job. In truth, you promote yourself every day on the job and any time you're in public. People may judge the entire nursing profession based on their encounter with you-so be aware of how you're promoting yourself.

What can you do?

Here are a few ways you can promote yourself.

* Start by taking stock of your strengths and assets. Knowing your strong points and accomplishments gives you the confidence to promote yourself effectively. Spend some time thinking about all the ways you contribute to health care and to society in general as a nurse, then write down what you've done and what you do well. Review your list often and add to it regularly.

* Become active in your state nurses association and specialty organization. Along with the other benefits of membership, you'll give yourself visibility. If you're elected to office or are serving on a professional committee, let your supervisor and administrators know. Many professional associations will send a letter to your employer stating that you've been elected or appointed to an office; if your association doesn't already do this, suggest it. Let the public relations department in your facility know too. That way, when media representatives call looking for sources on a particular topic, public relations may ask you to act as a spokesperson.

* Be ready to articulate what you do as a nurse, regardless of the arena you work in. When people say things that show ignorance about the nursing profession, don't get defensive; enlighten them! We nurses are great teachers, and we must teach the public. Know what you do well and talk it up.

* If you win an award, shout it from the rooftops. If you're recognized by your state nurses association, employer, volunteer organization, or specialty organization, make sure the word reaches your employee newsletter, professional association newsletter, and-if appropriate-your local newspapers. If . you're appointed to an administrative position in your facility, ask the public relations department to help you promote that in the local newspapers. Positive publicity for one nurse is positive publicity for the whole profession.

* Have a business card made for yourself. Business cards are a way of saying, "I'm someone who matters," and are a calling card to exchange with people you meet at networking events or in everyday encounters. If you don't have one related to your job, you can have them made easily and inexpensively at any local print shop. (You can also make them with your computer, but use caution; flimsy cards with detectable perforations don't make a good impression.) Include your name, credentials, address, and phone number, as well as a fax number and E-mail address if you have one. Carry them with you wherever you go.

* Learn to take a compliment. When an administrator or supervisor says, "You did a great job on that project," don't say, "It was nothing," or "Other people put the package together; I was just the committee chair." Instead, just say, "Thank you." If you wish, add something like, "My team worked very hard on this one."

* Speak positively about nurses and what we do. Some nurses do nothing but complain about what a lousy profession this is. What are they saying about themselves if they choose to work in this "lousy" profession? Either tell people what you like about your job and your profession or look for ways to improve your current situation. Each time you make a derogatory statement about nursing, you pull the whole profession down a rung.

* Look for assignments that showcase your strong points. If you're a good speaker, offer to present at grand rounds or other venues. If you're a good organizer and administrator, volunteer to run an outpatient screening or other public program. If you're a good teacher, offer to be a preceptor to new hires.

Every nurse should develop good speaking skills. The nursing profession needs more articulate spokespeople. Look for opportunities not only to demonstrate your expertise, but also to speak to schoolchildren and youth groups about nursing as a profession. It's never too early for a child to start thinking about nursing as a career.

Even if you don't consider yourself a writer, get something published. Write some articles for your employee or professional association newsletter. Write about something you know for a local, regional, or national nursing publication; most will mentor you through the publication process. Visit a public library for books and articles on how to write for publication.

Nothing beats seeing your name in print! A printed article provides public confirmation of your knowledge and skills. Tack your article up on the bulletin board at work and send a copy to your boss and administration. After all, your success reflects well on the facility too.

* Attend work-related social events, which offer unique opportunities to rub elbows with people you might not encounter in your everyday work. Although these social situations aren't the best place to discuss business, they do give you the chance to introduce yourself to administrators and other influential people. Tell them what department you work in, how long you've been with the facility, and how much you enjoy working there. It's not just whom you know but who knows you that contributes to your success.

* Keep your boss informed of what you're doing. If you're a supervisor, tell your boss about successful interventions and new programs. If you receive a letter of appreciation from a client or family member, make sure your boss knows. Your boss should be forwarding those letters to administration too, not keeping them a well-guarded secret.

* Collect accolades. If a patient or, his family members tell you how much they appreciated you and the nursing staff, ask them to consider putting that in writing to the administrators. Otherwise, how will the powers that be ever know? Many people are happy to oblige.

* Volunteer to be on interdisciplinary committees. These offer another way to become better known while highlighting your expertise.

* Learn to speak comfortably about your strengths and assets when you interview for a job or are up for promotion. Speak in terms of what you can do, rather than what you can't. Instead of saying, "I've never done that," think of something similar you've done in your nursing practice. Emphasize the positive.

This goes for your resume too. Present your accomplishments rather than routine duties. Don't focus solely on clinical skills; show a diversity of experience. Consider all the business and managerial experience you've had, including budgeting, scheduling, and being in charge. Include teaching and training experience, something every nurse has had with patients and family or when presenting staff-development sessions. Nurses are multitalented and versatile, attributes for which we rarely give ourselves credit.

* Walk and talk like a winner. It's not enough to know what you're doing in the workplace; to inspire confidence, you must also look as if you know what you're doing. Be mindful of your physical appearance and your body language. Walk tall with your head upright. Make good eye contact and smile appropriately. Pay attention to the speed, volume, and tone of your voice: Speaking in a slow, low-pitched, audible voice lends credibility to what you say.

* Learn to speak assertively, eliminating weak phrases like "Don't you think?" and "I'm sorry" from your vocabulary (unless you've actually done something for which you need to apologize). Practice making your point in a clear, concise way when you speak; you'll find it's worth the effort.

* Be proud of your credential. I'm amazed that so many nurses drop the RN after their name when they become hospital administrators, health care consultants, or insurance company executives. Some nurses say they do this because of prejudiced and stereotyped attitudes toward nurses. But how will people ever know all that nurses can do if we hide the fact that we're RNs?

Learn to use your credential with pride when you're networking. Introduce yourself to your patients or clients and their families by giving your full name and saying, "I'm a registered nurse." If you don't use your credentials, you lump yourself in with every other health care worker wearing a white coat or scrubs. You'll find that your RN degree gives you credibility, triggers friendly reactions, and is relevant to everything you do in health care-and many things you do outside of health care.

* Shake hands with physicians, administrators, colleagues and other professionals, and-when appropriate-with your patients and their families. Shaking hands is an important social custom in this country and is common in the workplace today. Use a full, firm grip while making eye contact and smiling, unless doing so would be inappropriate for cultural reasons. (For example, most Orthodox Jewish men can't have physical contact with a woman other than their wife.)

* Promoting yourself means not putting yourself down. Don't say, "I'm just a nurse," or "I only have an associate's degree." If you don't think anything of your credentials, why should anyone else? Simply say, "I'm a nurse."

* Promote all nurses with your language. For example, advanced practice nurses are recognized as primary health care providers, but many people don't realize that. When instructing your patients for treatment or follow-up, tell them to see their primary health care provider or to see their physician or nurse practitioner.

* Develop media savvy. More and more nurses are being called on to speak to reporters, appear on television, and comment on a variety of topics. But many nurses are uncomfortable in this role, feeling unprepared or unworthy. Don't miss a wonderful opportunity to present your expertise and versatility. Take courses and read books in media training. If your state nurses association or specialty organization has a media committee, volunteer as a source in your area of expertise-and learn about dealing with the media in the bargain. And if you're interviewed for the newspaper or television, ask the reporter to include your RN credential when you're quoted or taped.

Develop relationships with the media. Learn to write a press release. The media are a powerful way to promote your specialty, special projects, services, and yourself.

Actively monitor how nurses are portrayed in the media. If you see a positive portrayal, write in and compliment them for the accurate story and for highlighting what nurses do. When David Letterman invited his bypasssurgery nurses onto his show and talked about how nurses are the real heroes of medicine, many of us Emailed him to thank him for using his position to positively influence the nursing profession.

Likewise, if you see an inaccurate portrayal or negative stereotype, or hear derogatory comments made in the media, communicate your dismay. Offer to be a source next time for more accurate information. Virtually everyone has an E-mail address today, making such contact relatively easy. If you think media people don't listen to their audiences, you're wrong.

Writing letters to newspaper editors is a great way to make your voice heard. Talk about health care issues, comment on published health-related stories, or express your opinion about something. Be sure to include RN after your name.

Making it a natural

Self-promotion must become second nature for nurses, rather than something we force ourselves to do. If you're proud of what you do and consider the great contributions you make, self-promotion will become natural. You've earned the right to promote yourself. We've all earned it-and it's about time we started doing it.