What’s in a Name?

Paul Lombardo, M.P.S., RPA-C
APAP Immediate Past President

For the past two years the Association has been carefully planning its transition to independent management. As the process has evolved, the question of a name change for the Association arose at the recent retreat of the Board of Directors and Transition Task Force and now requires our members’ serious consideration. While an organizational name change is easier to navigate than changing the name of the profession, it would involve a change to the bylaws. The real question behind a name change for the Association is not can we do it, but rather should we do it?

The decision about whether to maintain or change the name of our organization will ultimately be made by our member programs. Recognizing this, the Board of Directors and Transition Task Force began a preliminary discussion to delineate the issues involved with a name change, to stimulate discussion on the pros and cons, and elicit input from our member programs.

An organizational name change presents an opportunity to capture the intent of the new mission statement recently adopted by the membership, “to pursue excellence, foster faculty development, advance the body of knowledge that defines quality education and patient-centered care, and promote diversity in all aspects of physician assistant education.” APAP’s current name does not adequately reflect the purpose for which the Association exists. Additionally, other professional groups cannot easily identify the Association as an educational organization — not surprisingly, given that APAP’s current designation does not contain the word education or any term related to academics or teaching.

Coupled with a lack of identification with APAP’s core function — education — the word programs, as in the Association of Physician Assistant Programs, is ambiguous, and without an academically oriented tag, can imply anything from a group of related PA programs to projects. Those unfamiliar with APAP’s activities often have the impression that we are responsible for executing projects related to the PA profession.

The issues related to APAP’s current name do not end there. Other points raised at the retreat in favor of changing the Association’s name included:

• The shortened version of the Association’s name and the one most often utilized — A-PAP — is unappealing.
• A change in name, while we are retooling our organization, could be an important opportunity to better position and brand the Association as preeminent on issues related to PA education.
• The time is right to change the name, since independent management and reorganization are in our Association’s future.
• A name change would facilitate opportunities to involve a wider constituency under our organizational umbrella and move the Association toward its goals of gaining greater professional recognition and forging new links with those organizations that have similar interests.
• A change in our name is a unique public relations opportunity and will provide forward momentum for APAP’s transition.
• As part of the transition, a name change has the potential to energize the membership and instill a renewed sense of pride and ownership in the Association.

Conversely, other considerations to be taken into account that were identified at the retreat were:

• Expenses involved with executing a name change need to be weighed against the potential benefits.
• Organizations that are currently involved with our organization and know its mission would need to be oriented to a new name.
• Change often does not come easily and too much change may not be well-received by some members, especially those who have been vested for many years in the Association and its current name.
• Deliberations surrounding a name change could redirect energy and resources away from existing organizational activities, including the transition itself.

These lists may or may not prove to be exhaustive. Therefore, at this preliminary but important stage, the members of the board and task force are requesting that interested member programs and faculty give a name change careful deliberation and provide us with your thoughts. In the spirit of working collaboratively to fully consider “What’s in a Name,” please send your comments or suggestions to Eileen Evans, eileen@aapa.org.

The members of the board and task force appreciate your assistance and ongoing support as we move forward together at this exciting time in the history of our national organization.

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APAP Update - February 2005