For Texas Children's Hospital in Houston, the birth of octuplets continues to attract global media attention.
Here's how the PR department is handling it:
Positioning: As country's largest pediatric hospital, priority one is providing "outstanding care" to mother and infants.
Media Activity: No exclusives, "pool" concept for visuals of nursery, blast faxes to news bureau chiefs in every major country, posting daily updates on the Web site which generated 90,000 hits in November-December and establishing six incoming phone lines and four unpublished outgoing phone lines.
PR Ranks: More than 20 staffers