AORN hires MS&L to convey nurses' regard for safety

DENVER: The Association of PeriOperative Registered Nurses (AORN), whose members include nurses involved in all aspects of surgical procedures, has hired MS&L to clarify that patient safety is its top priority, as is providing support for its members.

DENVER: The Association of PeriOperative Registered Nurses (AORN), whose members include nurses involved in all aspects of surgical procedures, has hired MS&L to clarify that patient safety is its top priority, as is providing support for its members.

Janet Paulson, AORN's public relations director, said that a primary goal of the initiative, dubbed "Patient Safety First, is to dispel sensationalized stories in the media.

"Yes, there's a nursing shortage, and yes, there are budgetary shortfalls, but pointing fingers is not an accurate picture, Paulson said. "Our primary challenge is to get information out there to assure people that perioperative nurses are committed to delivering safe patient care."

Another goal, Paulson said, is to provide support to perioperative nurses through a website, e-mail address, and telephone hotline.

The initiative and website are sponsored exclusively by Sandel Medical Industries, an organization that addresses issues such as patient safety and the shortage of nurses.

The $150,000 budget is a large sum from AORN's point of view. Long-term plans include a national media campaign and an effort to collaborate with organizations with similar interests.

The agency search process was managed by Agencyfinder.com.

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