In an effort to improve its image in the wake of the Arthur Porter fraud scandal and the Charbonneau Commission, the MUHC has hired some expensive outside help.

Jonathan Goldbloom, an expert in crisis management and strategic communication, has had a long relationship with the MUHC. His current two-year, $600,000 contract was granted without tender shortly after former CEO Arthur Porter's arrest in May of last year.

Porter and former MUCH director Yanai Elbaz are alleged to have split $22.5 million in kickbacks.

“There are clearly criminal charges that have been laid and the criminal process is doing its course,” said Richard Fahey, the MUHC’s director of public affairs.

The allegations have hit the superhospital hard, claiming its own PR staff of fifteen is not sufficient to re-work the hospital's image.

“We are doing that and unfortunately we are tagged with former employees of the MUHC that allegedly have done criminal violations,” said Fahey.

Goldbloom is doing a lot more than just image doctoring, said the MUHC, adding that he's helping to plan and organize the massive move of personnel to the Glen Campus site.

“You need to make sure that all your clinical teams are aligned to the new design, that they have the proper training,” said Fahey.

In comparison, the Universite de Montreal superhospital is handling the integration of its resources internally. A contract will be tendered to help the physical move.

Goldbloom wouldn't talk to CTV Montreal Monday, but PR executive Carol Levine at Montreal firm Energi PR said he has his work cut out for him.

“I think it's talking about focus groups, it's going into the community, looking at their volunteers and how they feel,” said Levine,

She said she’s surprised Goldbloom received the contract without tender

“Typically when you have a mandate of $600,000, it would go to a tender and there would be several firms competing,” she said, adding that the MUHC needs to reassure the people it counts on.

“I mean, has the level of donations changed since the scandal broke?” she said.

The MUHC confirmed donations did drop last year by $2 million dollars to $30 million.