In the ongoing effort to shape public opinion in their favor, Tallahassee Memorial Healthcare (TMH) is relying on the connections of their hired public relation experts with the Tallahassee Democrat to impact what news is reported and what news is shelved related to the TMH-FSU academic medical center.
Public comments and other available information verify that former Tallahassee Democrat publisher Skip Foster and veteran political consultant Gary Yordon are both on the TMH’s payroll.
In addition to these connections, IRS tax documents (page 10) show that TMH spent $1.5 million on “advertising and promotion” in 2024. When contacted by TR, TMH refused to say how much of that $1.5 million is spent with the Tallahassee Democrat.
Foster Hired Current Tallahassee Democrat Editor Twice
Foster, via his public relations firm Hammerhead Communications, list TMH as a client and has recently promoted TMH’s talking points related to the TMH-FSU issue.
Foster also recently wrote an article defending the campaign donation made by TMH Board Chair Sally Bradshaw to city commissioner Jeremy Matlow during the hospital’s negotiations with FSU. Matlow has been very public in denouncing the deal between the TMH and FSU.
With Foster, TMH gets the benefits of the longtime relationship that Foster has with current Tallahassee Democrat executive editor Wiliam Hatfield.
In March 2015, Foster, then the Tallahassee Democrat President and Publisher, announced the hiring of Hatfield, who was the editor of the Northwest Florida Dailey News. Foster said in the press release “the job drew nationwide interest and that the candidate pool was impressive.”
What was not revealed in the press release is that Foster had a previous relationship with Hatfield. Foster previously hired Hatfield as the editor at the Northwest Florida Dailey News when Foster was the paper’s publisher.
Gary Yordon Registers as TMH Lobbyist
On May 1, 2025, veteran political consultant and local government lobbyist registered with the Tallahassee City Commission to represent the interests of TMH related to “hospital ownership and governance.”
In November, at a town hall hosted by the Tallahassee Branch of the NAACP and Tallahassee ALERT, Yordon identified himself as a political consultant hired by TMH and argued and noted that any outcome that gives a majority of seats to academic institutions is not acceptable to TMH.
Yordon, who has been an influential force in Tallahassee politics for decades, produces the weekly political show Usual Suspects which airs locally on WCTV and often writes opinion columns for the Tallahassee Democrat.
Influencing News Coverage
Two recent, notable and controversial issues related to TMH has escaped coverage by the Tallahassee Democrat.
First, back in May, the Tallahassee Democrat published an article addressing the compensation package of FSU President Richard McCullough. In the article, TMH officials refused to provide updated compensation information for TMH CEO Mark O’Bryant. Instead, the article refenced 2023 data indicating annual compensation of $1.8 million.
However, when TR discovered the O’Bryant’s 2024 annual compensation was $3.1 million the Tallahassee Democrat ignored the new information despite the widespread debate on the issue on social media between commenters and TMH officials.
Second, the campaign donation of TMH Board Chair Bradshaw to city commissioner and mayoral candidate Jeremy Matlow and possible implications has been ignored by the Tallahassee Democrat. This is in contrast to the Democrat’s coverage of FSU donations to elected officials during the debate over Blueprint funds allocated to Doak Campbell stadium improvements and the Democrat’s request for text messages on the issue.
It appears that Tallahassee’s largest newspaper is avoiding critical reporting related to TMH, while parroting the narrative of public relation experts. Questions about the lack of TMH financial transparency and the use of political influence are ignored while critical stories about the motives of those that support an academic health center receive priority.
TMH Relies on Tallahassee Democrat Connections, $1.5M in Advertising to Shape the “News” added by Steve Stewart on
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Someone should ask, “Why the big deal about campaign contributions?” Publish them all, for all the candidates. Steve Stewart is cherry-picking in order to make a point. A $1000 campaign contribution won’t buy any air time, print or especially influence with a candidate. Ask questions, instead of hurling idiotic conspiracy theories. Check out the list of candidates and their ideas, and ask yourself if, just maybe, the particular candidate they contributed to has some ideas they agree with more than the ideas of the other candidates. You’re trying to tie this into the hospital decision, and making a weak argument. The Board of Directors are all VOLUNTEERS. This was never mentioned in any of the previous hit pieces. For all you mentally challenged individuals, this means that they receive no compensation for their time and expertise. The article makes it sound like they are desperate to hold onto a Board position that literally costs them money, has no power other than oversight, but offers stress and controversy as incentives. Do better, TR. This sounds like YOU are the one with an ulterior motive, or at least receiving information from someone that does.
Very simple; FAMU and TSC give a multi-milllion-dollar contribution each in order for a seat on the board. Something substantial that adds value to the final deal, something that will flesh things out. I’m totally in alignment with Frank here. Show me the money.
Hmmmmm… “Methinks thou doth protest too much”
Is DeepStatePropagandist on their payroll too?
@Stanley sims – LOLOLOLOLOLOL. Maybe Steve should hire a public relations expert? I hear that Yordon guy gets things done.
Regarding this article, I don’t get why this is a thing? I cannot imagine a universe where the microscopic footprint of the Tallahassee democrat moves the needle on anything. First they are a dying brand without any impact, next we are supposed to care about possible implications they did or did not report?
“Foster also recently wrote an article defending the campaign donation made by TMH Board Chair Sally Bradshaw to city commissioner Jeremy Matlow during the hospital’s negotiations with FSU. Matlow has been very public in denouncing the deal between the TMH and FSU.”
Who cares? These are the campaign finance laws we all have to live with since money == speech (apparently). If this tweaks someone out, you should hear how Trump got the money to bulldoze a third of the White House to make a ballroom! Newsflash: He was given 500M from CEOs who expect absolutely nothing in return!
“What was not revealed in the press release is that Foster had a previous relationship with Hatfield. Foster previously hired Hatfield as the editor at the Northwest Florida Dailey News when Foster was the paper’s publisher.”
According to a shocking report, people who network have better opportunities at getting their next job. More at 11!
“However, when TR discovered the O’Bryant’s 2024 annual compensation was $3.1 million the Tallahassee Democrat ignored the new information despite the widespread debate on the issue on social media between commenters and TMH officials.”
Who cares? This is the free market doing free market stuff. ?
“Second, the campaign donation of TMH Board Chair Bradshaw to city commissioner and mayoral candidate Jeremy Matlow and possible implications has been ignored by the Tallahassee Democrat”
I love the idea that ‘possible implications’ of ‘something’ being ignored by a newspaper is somehow a thing to get people worked up.
Through the miracle of technology I managed to recover what was published in the Democrat on Sunday, May 29, 2011. It reads:
PAGE / Sunday, May 29, 2011.
SUNDAY EXCLUSIVE
Who’s representing you?
Dishonest government officials aren’t just wasting your tax dollars.
They’re betraying your trust.
PAY TO PLAY
REPORT PUBLIC CORRUPTION TO THE FBI
Read More at: jacksonville.fbi.gov Or Call 1-888-722-1225
FBI
From Page 1/NEWS
“Since it’s the capital and the home of Florida’s Legislature and numer-ous state agencies, any public corruption there has the potential to have
HOW TO REPORT PUBLIC CORRUPTION
Call the FBI Jacksonville Public Corruption Tip Line at 888-722-1225.
Send an email to Jacksonville@ic.fbi.gov with “Public Corruption Tip” in the subject line.
For more information, visit the website http://www.fbi. gov/jacksonville/
Matlow should be in prison anyways. He used city covid funds to run commercials pushing his personal business gaines street pies. I gave the TDO the tip. Never heard a word about it. Then our local corrupt paper wonder why it’s going out of business
Steve Steward can’t write an article without trashing City Commissioner Matlow. Steve Steward has ran for public office multiple times and this community has rejected each time.
This is getting way out of hand. Sell the Hospital, meaning building, land, and contents, to FSU or don’t. The ‘hangers on’ wanting a ‘seat at the table’, meaning FAMU and TSC have not even mentioned putting their money into this thing. Secondly, I would have to recommend not putting a lot of stock into what Gary Yordon has to say in all of this.