Media Policy & Brand Guidelines
It is East Tennessee Children's Hospital's desire to protect the
confidentiality of our patients while maintaining the highest standards
of communication with the media. The media is considered a valued partner
and every reasonable effort will be made to accommodate requests for information.
All media inquiries should be directed to our Marketing department at 865-541-8723
or directly to the Public Relations Manager at 865-541-8276, or the Marketing
Director at 865-541-8166. We understand deadlines and are dedicated to
meeting them by responding to media inquires quickly and promptly. A Marketing
staff member is on call 24 hours a day, seven days a week to assist reporters
and other members of the news media by answering any questions or assisting
with information regarding one of our patients. If you need to reach us
after normal business hours, weekends or holidays, call the Children's
Hospital switchboard operator at 865-541-8000 and ask them to page the
Marketing staff member on-call.
Coming to Children's Hospital
East Tennessee Children's Hospital is located at 2018 W. Clinch Ave.,
Knoxville, TN 37916. Members of the media are required to notify the Marketing
department before coming to our facility. Because of patient confidentiality
concerns, media must be accompanied by a Marketing staff member while
on Children's Hospital grounds. Media credentials must be clearly
displayed at all times for security reasons.
Please remember Children's Hospital is private property. For the protection
of our patients and families, the Children's Hospital Security department
strictly enforces the visitors' policy and retains the right to determine
admittance to the facility.
News crews are welcome to set up for live shots or film any time on the
sidewalks across the street from Children's Hospital. As a courtesy,
we ask that you notify the Marketing department beforehand. Please do
not interfere with patient or ambulance access to any entrance. Once inside
the facility, all media must be escorted by a member of the Marketing
staff at all times when on assignment.
We strive to protect the confidentiality of our patients while maintaining
the highest standards of communication with the media. The media is considered
a valued partner and every reasonable effort will be made to accommodate
requests for information.
Due to federal HIPAA (Health Information Portability and Accountability
Act) regulations, members of the media seeking patient condition reports
must have the first and last name of the patient they are inquiring about.
Without this information, members of the Marketing department cannot release
patient information or condition reports.
The Marketing department reserves the right to refuse interview or photography
requests during police investigations for the safety of a child, when
a family requests privacy or if a patient's confidentiality is being
Family members of patients at East Tennessee Children's Hospital are
encouraged to take photos and/or video of their child during the hospital
stay for their personal use. However, Children’s Hospital does not
permit taking photos, videos or other recording during a procedure. Additionally,
care providers may ask a family not to take photos or videos at other
times in the interest of patient or staff privacy or safety.
If the family uses the photos and/or video they have personally taken within
Children's Hospital for any purpose other than personal use (for example
to release to any media outlet or for publication), the Marketing department
must be notified by the family prior to release. The Marketing department
reserves the right to review the photos and will approve or deny release.
Non-approval would result if the photos are in conflict with Children's
Hospital policies, particularly the confidentiality of other hospital
patients and staff.
Except for the following one-word conditions, no information about a patient
may be released without patient/parent permission. Patients, parents or
legal guardians have the option to expressly state they do not want any
information, including confirmation of a patient's presence in the
The following terms will be used to describe the patient's condition:
Undetermined - The patient is awaiting physician assessment.
Good - Vital signs such as pulse, temperature and blood pressure are stable
and within normal limits. Patient is conscious and comfortable. Outlook
for recovery is good or excellent.
Fair - Vital signs are stable and within normal limits. Patient is conscious
but may be uncomfortable. Outlook favorable.
Serious - Vital signs may be unstable and not within the normal limits. Patient
is acutely ill. Outlook is questionable.
Critical - Vital signs are unstable and not within normal limits. Patient may be
unconscious. Questionable outlook; death may be imminent.
Deceased - The death of a patient is presumed to be a matter of public record and
may be reported by the hospital after the next of kin has been notified
or after a reasonable amount of time has passed.
The terms stable/unstable should not be used as a condition. These terms
should be used in conjunction with the conditions listed above.
The Marketing department reserves the right to deny information on any
patient if in the patient, family or hospital's best interest.
Patient, guardians and other family members may release information to
the media at their discretion.
Use of East Tennessee Children's Hospital Logo and Signature
The logo and signature of East Tennessee Children's Hospital is restricted
Use of Children's Hospital's logo and signature is granted on a
case-by-case basis only to Children's Hospital direct services and
other health care providers/organizations or sponsors who have a collaborative
relationship with Children's Hospital. Application for specific use
of the logo and signature by any party should be initiated by contact
with the Children's Hospital Marketing department at 865-541-8723.
Children's Hospital's Marketing department will also provide final
authorization for all logo use requests.
- Logo may be printed in either black ink or PMS 301 blue ink only.
- The logo must always be used with the hospital name (either Children's
Hospital or East Tennessee Children's Hospital is acceptable). The
symbol cannot be used alone.
- The children's figures inside the logo should be white; avoid bright
colored paper such as bright orange, red, green purple, etc.
Marketing and Brand Guidelines
A strong brand is one of the most valuable assets an organization owns.
To make it truly powerful, it needs to be applied consistently so anyone
dealing with East Tennessee Children's Hospital knows who we are and
what we stand for. These brand guidelines are to help you represent our
If you have questions regarding the use of our logo, please call Children's
Hospital's Marketing department at 865-541-8723.
Note: All other graphics, text and photographs on the Children's Hospital
website are copyrighted by Children's Hospital or by the organization
represented. For information about use of any of these images or text,
please contact the Marketing department at 865-541-8723.