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Broward school district crisis PR consultant calls grieving families ‘crazies.’ Um, I think you’re doing it wrong!

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Democrat-run Broward County, Florida, is a slow motion train wreck that never seems to end, be it election chaos, the Sheriff’s Office or school district incompetence.

A crisis public relations consultant hired by the Broward school district following the shooting at Marjory Stoneman Douglas High School, appeared to attack some of the grieving families who disagree with a district policy that allows students who commit minor crimes to avoid jail.

That’s the take of Hunter Pollack, whose sister Meadow Pollack was killed at the high school on Valentines Day. Pollack tweeted a video of crisis public relations consultant Sara Brady calling critics of the program “crazies” and “the  opposition.” Brady also called a local reporter covering the issue a “skank,” and that was tame compared to other personal insults she hurled.

“Our leaders don’t care about Parkland families! Broward’s Superintendent and his PR person called grieving families “crazies”, “the opposition”, and call hardworking reporters “skanks” for exposing the truth. Retweet and expose them all!” Pollack tweeted.


More from the Sun Sentinel on the video seen above:

A crisis public relations consultant created a crisis of her own for the Broward school district, after a video came to light in which she dismissed the district’s critics in the Parkland massacre as “crazies” and called a reporter a “skanky” “jerk” who “smells bad.”

Sara Brady, who was paid nearly $75,000 to assist the district after the shooting at Marjory Stoneman Douglas High School, told an audience of public relations professionals last July that critics of the school district’s controversial Promise program, which allowed students who commit minor crimes to avoid jail, were “crazies.”

She criticized South Florida Sun Sentinel reporter Scott Travis, although she didn’t name him, as “just a jerk,” and then she got more personal.

“He is sloppy, he’s reckless, he’s mean, and he smells bad,” she said, laughing along with the audience.


The National Review reported, “In 2013, the Broward County school board entered into an agreement with multiple law-enforcement agencies — including the Broward County sheriff — designed to limit the number of on-campus arrests.”

This Obama-era program  was designed to reduce the “school-to-prison pipeline.”

All of which prompted Real Clear Investigations to conclude:

Despite committing a string of arrestable offenses on campus before the Florida school shooting, Nikolas Cruz was able to escape the attention of law enforcement, pass a background check and purchase the weapon he used to slaughter three staff members and 14 fellow students because of Obama administration efforts to make school discipline more lenient.


While some may question that conclusion, there’s no question that Broward County schools pursued alternative forms of discipline — see more lenient — to reduce out-of-school suspensions.

Pollack’s tweet prompted a response from Brady, who offered an apology, seemingly admitting to the errors of her way.

“Mr. Pollack…my remarks we’re intended to poke at the media in general. I offer my profound apology for my lapse in judgment and display of disrespect” she tweeted.

But she also tweeted separately in her defense, saying that she was not referring to the families of those who were killed, but to “anonymous trolls and bots.”



As for bots, could it be the Russians? But don’t try bamboozle the victims’ families, who have every justification to oppose the program.

Brady concluded to define her role with Broward as assisting “in the communication process with both the media and the public at large” — a role she is currently failing at.


Fittingly, Brady was taken apart by social media users for her callous duplicity. Here’s a sampling of responses from Twitter:

Tom Tillison


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