Message from Program Co-Chair (West) Jim Cromie
Hello, I'm Jim Cromie, the director of public relations and communications for Bethel Park School District. More importantly, I’m a devoted father and coach to two incredible boys, Tommy, a fifth grader, and Jack, a third grader. I’m also a proud husband to my brilliant wife, Kate, and we share our home with Lucy, our nearly 17-year-old goldendoodle. Having this loving support system keeps me grounded and motivated in all that I do.
For over two decades, I’ve dedicated myself to the field of school communications and public relations, focusing on transparency, relationship-building, and strategic messaging. At Bethel Park, I manage both internal and external communications and community outreach efforts, serving as the district’s primary spokesperson. I see my role as the district’s biggest advocate, ensuring that Bethel Park continues to be seen both internally and externally as a special place to live, learn, and work.
Navigating the complexities of public relations, especially in education, means that my day-to-day responsibilities are diverse and challenging. I also long ago came to accept that most people, even those you work with every day, don’t have a great idea of what we actually do or how we do it. Yet, I find immense satisfaction in building trust and addressing the unique challenges that arise, always aiming to highlight the remarkable achievements of our students and educators.
A Summer Like No Other
The summer of 2024 tested my skills and principles profoundly. Following an assassination attempt on President Trump by a former Bethel Park student, my role became pivotal in protecting our district’s hard-earned excellent reputation amidst a whirlwind of speculation and misinformation. Balancing the public’s right to know with the privacy rights of the family involved and an active FBI investigation, all while countering inaccurate narratives, was no easy task.
Media quickly latched onto unfounded stories, attributing the incident to bullying within our schools—a charge that we knew was false but would also be difficult to counter while still having both hands tied behind our backs at times. My team and I – which was primarily composed of me and Lucy the goldendoodle – had to act swiftly and decisively to correct these misconceptions. We gathered detailed records and facts, crafting a strategic response that was honest yet sensitive to the situation. I immediately understood that my summer was effectively over.
Throughout the summer, starting literally fromthe moment a midnight media conference held by the Butler County Police Department ended, I responded to over 500 emails, created comprehensive fact sheets, timelines, and talking points, and ensured that all stakeholders were kept informed and aligned. I think it is very important in any crisis that a school district gets out in front of it as best it can and sets the narrative right away, before others do so. That means that you must be honest and as forthright as you can be with everyone in your orbit, from your students and their families to your hourly staff, to your professional staff, to your administrators, and even your school board. The more aligned everyone is from an information standpoint, the more manageable it will be to make difficult or nuanced messaging.
I leveraged nearly every local media and public relations connection I had and spent countless hours with national media to ensure that Bethel Park wasn't unfairly stigmatized. The effort required significant personal sacrifices and a skilled approach to navigate the challenging situation, balancing sensitivity with factual, unwavering messaging to protect our district's integrity.
In the interest of full disclosure, I must acknowledge that my wife is also a professional communicator, so she immediately understood what needed to be done and was incredibly helpful and understanding along the way. Also, Lucy the goldendoodle’s very sweet and gentle nature was helpful when the task at hand seemed overwhelming, which was basically a daily occurrence for a while.
Fortunately, we weathered the storm and avoided becoming synonymous with tragedies like Columbine and Jonestown. It wasn’t easy and required all my experience and diligence, but I was grateful for the chance to apply past lessons and learn new ones about navigating news cycles in the ever-evolving Information Age under incredibly intense scrutiny.
A Career Built on Communication
This is probably the least interesting part, but before joining Bethel Park, I honed my expertise in similar roles at Deer Lakes School District and my alma mater, Keystone Oaks School District. I enjoyed my time at both places for different reasons.
My journey in communications began at Point Park University in downtown Pittsburgh, where I served as the sports information director for five years, and as the assistant athletic director for my final two years there. Over the years, I’ve managed various communication strategies, from award-winning publications to crisis communications during student and staff tragedies, labor disputes, and the COVID-19 pandemic.
At Bethel Park, like many of you, I am basically a one-man department (not counting Lucy), serving as the principal writer, photographer, graphic designer, and editor for all district communications, including our community magazine, Chronicles. Aside from this summer’s tragic incident, my work has reached national platforms like The Ellen DeGeneres Show, Fox & Friends, Inside Edition, and the Today Show. I also led messaging for major projects like our new $130 million elementary center and a $52 million renovated middle school and designed the district’s first new logo since 1975.
My early career also included roles at WBOY-TV in Clarksburg, WV, and Walt Disney World’s Eyes & Ears magazine in Orlando. They too helped shape my comprehensive approach to communications. I am an Ohio University alum and have remainedactive in professional organizations like this one.
Looking Forward
My career has always been driven by a passion for effective communication and a commitment to fostering positive relationships within the communities I serve. I look forward to continuing this journey, advocating for our students and families, and ensuring that Bethel Park’s story is told with accuracy and pride.
Sincerely,
Jim Cromie
Director of Public Relations & Communications
Bethel Park School District
cromie.james@bphawks.org