The phenomenon of 'reassurance' is an attribute of caring that is commonly used in the delivery of nursing care. If caring is considered central to the concept of nursing, a case is made that the therapeutic value of reassurance needs to be analysed. This paper addresses this issue from a phenomenological viewpoint. Definition of the concept of reassurance is first analysed, highlighting the complexity of its meaning as it is commonly used in nursing practice, and an attempt is made at examining its effects on coping.