Abstract
BACKGROUND: A poor image of nursing is a major problem for the nursing profession. OBJECTIVES: The aim of the present survey is to collect empirical data on the self-image of qualified nursing professionals in Switzerland using the example of Upper Valais and to show how nursing professionals assess their public image in this region. The self-image of nursing professionals is compared with their perception of their public image. Possible connections between sociodemographic data and the self-perception of the image are also investigated. METHODS: To implement the research project, a quantitative and a qualitative design was chosen. Using the Porter Nursing Image Scale and a cross-sectional design, 364 nursing professionals were interviewed about their image. At the same time, two focus group interviews with a total of 18 nurses from the acute care sector as well as from the inpatient and outpatient long-term care sector were carried out and analyzed in terms of content. RESULTS: Nursing professionals in Upper Valais have a good self-image, but consider themselves to be less influential and largely dependent. Their perception of the public image is clearly more negative compared to their self-image. CONCLUSIONS: The development of strategies to strengthen the self-image, especially regarding their influence and independence, and to improve the public image in teaching and practice is necessary.