Children's Hospital Colorado

Denver, Colorado

Children's Hospital Colorado: Helping a Media Relations Team Grow from the Inside Out.

In June 2006, Children's Hospital Colorado hired GroundFloor Media (GFM) to implement a strategic public relations campaign leading up to the opening of the hospital’s new, state-of-the-art facility at the ground-breaking Anschutz Medical Campus in Aurora, Colo., almost a year and a half later.

Several months after the start of the campaign, a member of the hospital’s internal media relations team departed, leaving an urgent need for on-site support. Rather than hiring a temporary employee who was unfamiliar with the brand and HIPAA regulations, Children's Hospital Colorado asked GFM Inside, the internal communications practice of GFM, to provide additional support.

For nearly three months, GFM Inside placed one of its seasoned media relations pros at Children's Hospital Colorado to support the hospital’s internal staff. This gave the hospital’s internal media relations group an opportunity to gain additional confidence in the GFM team, and the GFM team a deeper understanding of the brand and organization, which further enhanced our external outreach efforts to position the hospital’s move. While onsite, our team member worked with local and national media, including “NBC Nightly News,” Child Magazine, and local broadcast affiliates and newspapers, to secure patient and physician stories; organized and staffed external community events for patients and families; and monitored media coverage and packaged key media hits to report to the leadership team.