At your side, On your side: United Nurses of Alberta communications framing

This case study focuses on the United Nurses of Alberta, the union representing registered nurses in the province of Alberta, Canada; this explores United Nurses of Alberta's communication strategies. Drawing on the collective action frames previously identified in United Nurses of Alberta's social media and newsletters from 2010 to 2015, which frames nurses as unique healthcare providers and advocates, this study leverages insights from 23 interviews conducted with the United Nurses of Alberta staff, highly involved members, and general members from 2016 to 2017. The article explores the motivations and tensions around the framing of nurses and the union. The findings indicate that the United Nurses of Alberta could enhance its communications by better aligning with members’ current struggles through various collective action frame bridging and extensions. The research also suggests the potential benefits of United Nurses of Alberta shifting away from collective action frames rooted in self-sacrifice. Furthermore, this case study provides recommendations for communication strategies that could strengthen member engagement and involvement within their unions.