Seattle Children’s Public Relations Overview
Why Work with the Media

To draw attention to the issue being studied

To increase public awareness about your study or its findings

Build awareness of your department/organization

Awareness of your work in the media can help raise awareness among
donors/organizations that fund research (other than NIH)

Helps to establish you as an expert in the field
How the Public Relations Department Can Help You

At Seattle Children’s, all media inquiries need to come through the public relations
department. Please contact: press@seattlechildrens.org or 206-987-4500

All media must be escorted by a member of the Public Relations department at all
times while they are at the hospital.

All departments, physicians and staff must follow the hospital Media and
Communications policy, which provides guidance on media relations, response to
media inquiries, and release of patient information to members of the media.

Protecting patient privacy and confidentiality are given the highest priority. We
require a patient’s legal guardian to sign our release of protected health information
form before releasing any information to a member of the media.
Key Points from Media & Communications Policy

News releases, op-eds, letters to the editor, and public service announcements are
released only by the PR department.

No staff is to speak publicly on behalf of Children’s or appear to represent Children’s
without clearance from the Public Relations department.

Staff should inform the public relations staff immediately whenever a member of the
press is expected to visit Children’s or whenever a press representative is unescorted at Children’s.

When recordings or films are made for external purposes that will be seen and heard
by the public (for example, commercial filming, television news and feature
programs, advertising, or Web), the proper consent forms must be obtained that
includes the circumstances and the use of the recording or film.

Written consent must be obtained from a patient’s legal representative (or from the
patient, if 18 years of age or older) for photographs of patients for both hospital and
external use, such as for news media.
Seattle Children’s Public Relations Overview
Why Work with the Media

To draw attention to the issue being studied

To increase public awareness about your study or its findings

Build awareness of your department/organization

Awareness of your work in the media can help raise awareness among
donors/organizations that fund research (other than NIH)

Helps to establish you as an expert in the field
How the Public Relations Department Can Help You

At Seattle Children’s, all media inquiries need to come through the public relations
department. Please contact: press@seattlechildrens.org or 206-987-4500

All media must be escorted by a member of the Public Relations department at all
times while they are at the hospital.

All departments, physicians and staff must follow the hospital Media and
Communications policy, which provides guidance on media relations, response to
media inquiries, and release of patient information to members of the media.

Protecting patient privacy and confidentiality are given the highest priority. We
require a patient’s legal guardian to sign our release of protected health information
form before releasing any information to a member of the media.
Key Points from Media & Communications Policy

News releases, op-eds, letters to the editor, and public service announcements are
released only by the PR department.

No staff is to speak publicly on behalf of Children’s or appear to represent Children’s
without clearance from the Public Relations department.

Staff should inform the public relations staff immediately whenever a member of the
press is expected to visit Children’s or whenever a press representative is unescorted at Children’s.

When recordings or films are made for external purposes that will be seen and heard
by the public (for example, commercial filming, television news and feature
programs, advertising, or Web), the proper consent forms must be obtained that
includes the circumstances and the use of the recording or film.

Written consent must be obtained from a patient’s legal representative (or from the
patient, if 18 years of age or older) for photographs of patients for both hospital and
external use, such as for news media.