Fallston Grou THE AGENCY A media ambush is generally defined as a sudden and unwrpected Interview, an ?off anticipated topic" line or questioning during a planned or a seemingly casual ?By the unanticipated question from a reporter that leads me interwewee domain a path that was not anticipated. Remember. an ambush can happen telephOnically or digitally. mambuertacbt?s-mlteeolnrriM' - Be predictive. If you are part ofan ongoing crisis, be prepared for an ambush with an ?out statement" which accomplishes your message and enables an exit from the situation without being defensive. 7 . Be polite. Many ambushes include a news camera or recording device. Remaining calm and composed is critical. - Ask questions. It Is perfectly lair to question who a reporter is, what news outlet they represent and the topics they wish to cover. 7 - Retain control. Do not be swayed by persistent questions or become emotional. Slow the process down and do not engage at the velocity with which the reporter wantsto engage. Conn-cl the rules of engagement. The reporter is seeking to intentionally blindside you and catch you off-guard in hopes of obtaining raw thoughts. emotion and relevant information to use in storytelling. Reporters will olten resort to an ambush If they foe! the subject of their story is intentionally unavailable or evasive. However, you can control the environment and information and can change the tone of the conversation (and. at times, the through your response. can fpr?eveotbehg ambushed? While it Is impossible to guarantee you will not be ambushed by the news media during a critical time, you Iln take steps to control the rules of engagement or maintain low to no visibility. Remember to change your daily patterns, personally and professionally. and don't become predictable - this is a media relations and personal sfety tacilc. You may also wish to purchase a ?no trespassing"sign to post on the perimeter of your personal property to prevent unWanted guests. Additionally, always be aware of your. smoundings before you enter a public environment to avoid unwanted contact. Lastly. make certain you are in the right mindset, so the element of surprise is lost, if ambushed. If! am emulates; whatsoed?m?yshawio'lob? . Stop and directly address the reporter. DO NOT interview While walking, getting into a car. elevator, front door of your home, etc. - If asked a series of questions, defer to your ?out statement" one more time or say, have nothing else to add," then move on after politely excusing yourself. - not repeat the ?out statement" more than once before deferring to the ?nothing else to add" rase. . After concluding your remarks, politely amuse yornseif then move along to your next appointment, using a slow, professional pace. - Keep moving to your next appointnent; do not express husbation, aggravation or dismay. Your body language counts and is just as, if not more important, than what you say! 3500 Boston Street, Suite 413. Baltimore. MD 21224 ?111ank you for your questions. While I wish I could elaborate, it is Inappropriate for me to do so during the course of the Independent review. All questions should he directed to UM media relations department. I remain committed to UMMS and the world-class treatment they deliver to so many patients. I'm sony I not elaborate nether; thank you for your interest.? '0ut5talemeni'm use In like event ofmedia ambush: If contacted by a member of the media via email, please respond this way: ?Thank you very much for your inquiry. Per Board policy, I am referring you to Michael Schwarlzberg, UMMS Media Relations Director. His direct dial is 410.328.3920; and, he is copied on this email. Thank we? *Michael's entail lemm- Iftiie reporter is able to get you on the phone: ?Hi, how can I help you? TO THE Alter listening. say "Thank you very much for your inquiry. Per Board policy, I am re?ning you to Michael Schwarlzberg, UMMS Media Relations Director. His direct dial is 410.328.8920 and email is Waterman. Thank you." If ambushed on camera, simply stop and say: ?Thank you for your questions. While I wish I could elaborate, it is inappropriate for me to do so during the oourSe of the independent review. All quations should be directed to media relations department. I remain committed to UMMS and the wield-class treatment they deliver to so many patients. I'm sorry I can't elaborate further; thank you for your intense" Proceed to your next destination. If contacted via voicemail, mobile, iandiine or digitally: Immediately contact Michael Schwarlzberg, UMMS Media Relations Director. His direct dial is 7 410.328.8920 and email is . And, notify Mary Lanham via email at Wagon mlanhamZQummeiu AND via mobile phone at 410.703.7623. See Media Quick Tips below. 3500 Boston Street, Suite 413. Baltimore, MD 21224 Fallston Grou THE REPUTATION AGENCY EDIA UI PS Develop and articulate messages - Know what you want your audience to how Be the expert - know your subject matter He dear and concise Be pas?sionate, fowsed and disciplined Repetition creates awareness Bridge to your'core messages routinely Anticipate audience reaction to messages . Test core message: with trusted stakeholders Always 9 Maintain contact with the interviewer Limit facial, hand and body movement Remember, you are never ?off the record" Know and understand the facts Re decisive and truthful Know and commit to' all stakehoiders Illusu'ate leadership Provide perspective Be empathetic and listen Identify advocates and use one voice Correct misinformation . Operate in a controlled setting Establish your pace Be professional and respectful Be conversational Practice, practice, practice Spemlate - Be defensive Say ?no comment" Repeat a negative Let misinformation stand as fact Run away or cover the camera lens Lie Never 3500 Boston Sheet, Suite 413, Baltimore, MD 21224 Wm King. Nancy Senator I From: Wollman, Jerry Sent: Thursday, April 11. 2019 2:36 PM Subject: UMMS Board Business Relationships Talking Points Attachments: UMMS_Talicing Points_Publie EVents_41019.doot As promised at; yesterday?s UMMS Board meeting. our communications team drafted the attached talking points forvou to use, if needed. Thank you. Jerry Wollman. SUP 8: Chief Administrative Of?cer UMMS Office: 410-328-6555 This e-mail and any accompanying attachments may he privileged, con?dential. contain protected health about an identi?ed patient or be otherwise pmteeted ?'om disclosure State and federal law protect the con?dentiality of this infonnation. If the reader of this message is not the intended recipient; you are prohibited from using. disclosing, reproducing or distributing this information; you should immediately notify the sender by telephone or e-mail and delete this e-mail. E: \l UN MARYLAND MEDICAL SYSTEM UMMS Board Business Relationships Talking Points - as of 4/10/19 0 The issues in question have no impact whatsoever an the quality of care we?re able to provide for our patients on a day-to-day basis. We're staying focused on our mission and commitment: To provide exceptional, safe care to the people of Maryland and beyond. We absolutely recognize there's some room for improvement when it comes to our Board governance and management practices and have already taken immediate steps to make those improvements. The system is taking this very seriously. John Ashworth has stepped in to serve as interim president and CEO. John has been with the organization for more than three decades. He has an intimate understanding of our system and its Workforce, and a clear vision of how to navigate through times of transition. On the Internal review: We've appointed an independent, external firm to conduct an immediate and comprehensive reView of our Board governance and practices, and provide recommended best practices moving forward. On the legislation: We?re working toward activating the provisions outlined in the recent legislation. 1 can tell you there is mutual alignment among all interested parties to pursue optimal, long-term governance and accountability. King. Nancy Senator From: Woiiman. Jerry <1wollman?ummedu> Sent: Friday, April 5. 2019 2:18 PM To; 'Alex'ander Williams: Burch, Stephen; Stephen Burch (Calendar): Busch. Michael Delegate; Butler..R. Alan; Carat. Robert; Coale. John"; D. lattice: Poole: Deanmed: Gardner. wayne; George Doetsch: Gonzales. Louise; Gossett, Barry; James Harkins: James T. Smith Uimsmith_l; Ken Moreland (kmor?eiand?la King Haney Senator: Korky Onal (Rarity L?eongel-long. Beliefs; Leuis' P. Jenkins Jr. Esq. (louis Louis Pope (louismpope Melhem, Elias; O'Connor, Kevin; Perman, Jay. Reece. Albert; when?: Rowen, Lisa; James; Stoier. L?en . Cc: Lanham, Mary; Schwartz erg. Michael: Gartside, Joan: Arthur. Megan; Wasserman. Mark; Jacobs, Donna: Jones Bryce. Kristin: Ba?chrach, Christine; STAVELY. Jeffrey; ?Robert Weinhold' Subject: Potential UMMS Media Coverage Good Afternoon, Kevin Rector, a BaltimOre sun reporter. ls writing a story and is calling many UMMS Board members for comment. We request that, if contacted and you speak to him, you simply state that you are not at liberty to comment and refer him to UMMS media relations via email at If he leaves a massage, we advise not calling him back. Let us know if you have any questions. Thank you, Jerry Wollman SVP 8: Chief Administtatiye Officer UM MS Of?ce: 410-328-6555 This e-mail and any accompanying attachments may be privileged. con?dential, contain protected health in i?onnation about an identi?ed patient or he omenvisc protected from disciosurc. State and federal law protect the con?dentiality of this information. if the reader of this message is not the intended recipient: you are prohibited from using. disclosing. reproducing or distributing this infomtation; you should immediately notify the sender by telephone or email and delete this e-m?ail.