Children's National Medical Center - PR & Marketing

by justineh

PICS Organization Name
Children's National Medical Center - PR & Marketing 


Washington, District of Columbia

$4,700 gross

Public Transportation

Housing Provided

Former Interns
Carlos Sotelo '17, Norman Xiong '20, Jasmine Wang '18

Organization Description

Children’s National Health System, based in Washington, D.C., has been serving the nation’s children since 1870. This pediatric academic health system offers expert care through a convenient, community-based primary care network and specialty outpatient centers. Home to the Children’s Research Institute and the Sheikh Zayed Institute for Pediatric Surgical Innovation, Children’s National is one of the nation’s top NIH-funded pediatric institutions. Children’s National is recognized for its expertise and innovation in pediatric care and as a strong voice for children through advocacy at the local, regional and national levels.

Families travel regionally, nationally, and internationally seeking our world-class pediatric specialty care. Likewise, Children’s National serves as the medical safety net for the children of the region. Through our seven Centers of Excellence, 37 locations, including six community-based health centers in the District, seven regional outpatient facilities in Maryland and Virginia, more than 750 affiliated pediatricians, nearly 1,000 volunteers, a Mobile Health Program with 34 locations, and the School Nurse Program in DC’s public schools, Children’s National brings health care directly into the communities of the area’s most vulnerable children and families. 

Our mission is to:

  • Set the standard of excellence in care of children
  • Serve as the voice for the most vulnerable among us
  • Lead the quest to cure childhood’s most devastating diseases

Prepare the nation’s future leaders in child health 

Internship Description
The Public Relations (PR) and Marketing department’s mission is to provide effective, strategic communications that strengthen our brand and help to generate revenue for Children's National.

The team manages communications to Children’s 6,500 employees to inform, engage, and connect employees to our vision, brand, and mission and supports the public web properties for Children’s National, including blogs, and social media channels. The Public Relations/Media team also serves as the organization's primary contact with the news media and partner organizations’ public relations teams. Public Relations focuses on building the institution's regional and national reputation through media relations and crisis management.The Marketing team is responsible for strengthening Children’s brand by developing integrated marketing strategies to promote awareness and preference to Children’s National to external consumer and physician audiences. The Marketing team seeks to build the organization's reputation at the regional, national, and international levels.

The PR/Marketing intern(s) will gain valuable knowledge about brand management, public relations, digital strategy and audience engagement.

Examples of projects might include:

  • Development and analysis of consumer and/or physician research that tracks perceptions and Children’s overall brand health
  • Managing analytics reporting that helps to improve user experience on our web platforms
  • Participation in the development of internet based content hubs aimed at building engagement with our most critical constituencies
  • Advertising and media plan development
  • Supporting social and traditional media activities and outreach
  • Development of new internal communications platforms to strengthen employee engagement

Internship Qualifications

  • Experience and passion for communications - writing, journalism, branding, and/or public relations
  • Experience and passion for digital media
  • Understanding of websites and social media and experience with related technologies, such as HTML or Google Analytics
  • Good communication skills
  • Computer skills to support basic research and data management.
  • Self-starter
  • Independent worker
  • Adaptable to new situations
  • Interest in health related career
  • Professional in attitude and appearance
  • Good time management skills

Expected Start Time
9:00 am

Expected End Time
5:00 pm

Required Dates
06/04/18 to 8/10/18 must be consecutive dates, non-negotiable 

Internship Length
10 Weeks

Meets Certificate Requirement

Additional Info
US citizen preferred.

There is plenty of housing in the local area. 

General health screening is required. 

Evaluation Excerpt

I received great support across my department, got to interact with various other personnel in the health system, and was given the opportunity to lead the project as an intern. 
Carlos Sotelo '17

My best work experience was working on a new children's health website for the hospital. I think it fulfilled a need in an area in which Children's National was lacking compared to many competing pediatric health institutions.
—Norman Xiong '20

It was fascinating to see how a non-profit works and how a hospital works. I was able to meet interns in so many different departments, from medical to risk ombudsman to nursing education to my own, marketing.
—Jasmine Wang '18

To see whether this internship is still accepting applications for 2018, please check the Second Round page.


To read evaluations written by former interns, please contact the
Student Program