BY MICHAEL OLOHAN
OF PASCACK PRESS
WOODCLIFF LAKE, N.J.—Borough Council members hired a public relations consultant March 18 to help communicate a consistent and unified message on divisive zoning and litigation issues roiling the borough.
Facing issues such as a controversial development along the Broadway Corridor and pending lawsuits alleging discrimination filed by a local Jewish organization and the United States Department of Justice, the Borough Council hired Lenox Consulting, of Caldwell, as a public relations consultant for a one-year contract for $36,000.
The Lenox Consulting proposal was one of two public relations proposals received by the Borough Council. The one-year contract was approved 4-0. Councilwoman Nancy Gross was absent.
The hiring resolution said the consultant will “provide public relations services regarding zoning and associated legal issues in the Borough” for $3,000 per month for 12 months.
‘Very well spent’
A couple residents at the March 18 meeting objected to spending $36,000 on public relations, though Council President Jacqueline Gadaleta said the funds will be “very well spent” on a public relations consultant.
Gadaleta was the only council member to speak publicly March 18 on the consultant hiring and defended the hiring near the meeting’s conclusion.
“The reason why we decided to do this is this was strongly recommended to us by our attorneys representing us in various lawsuits. It wasn’t told to us once, twice, it was strongly recommended,” Gadaleta said after two residents questioned the hiring.
“We went out and did our due diligence, interviewed many different companies and and got a fantastic company at a fantastic price. They’re not only doing one aspect, they’re doing a lot of different aspects to help the town maintain and improve the image we all know that is Woodcliff Lake. This will be money that is very well spent,” Gadaleta said.
Asked afterwards what attorneys suggested the consultant hiring, Gadaleta declined comment and said she would get back to a reporter to discuss the consultant’s focus.
She said she was “not sure” what she could say about the consultant’s hiring.
‘Just what we’re doing’
Following the meeting, Councilwoman Angela Hayes said the consultant would assist the council “communicating out to the public on just what we’re doing” and likely assist with social media efforts.
Asked to clarify what might happen first, she said it was difficult to determine because the contract “was all-encompassing.”
Two residents opposed hiring a public relations firm.
Former Mayor Josephine Higgins said she believed it was because of two pending religious discrimination lawsuits, one filed by Valley Chabad, a local Jewish organization and one filed by United States Department of Justice, plus continuing concerns over proposed development along the Broadway Corridor.
A 60-unit proposal for 188 Broadway is currently in hearings before the Zoning Board with a local group of residents opposed, calling the proposal a high-density development not suitable for the site.
‘Because we’re being sued’
“It’s because we’re being sued by Chabad and others,” charged Higgins after the meeting.
She said she felt the borough already paid enough to attorneys and the borough administrator, all equally capable of handling media inquiries and borough communications.
She said the $36,000 “could be used elsewhere and better used.”
Resident Craig Marson said that $36,000 being used to hire a consultant would not do what the council was hoping it would accomplish.
“We know that zoning is one of the most contentious issues in this town and as divisive as it is… [T]he programs you guys are generating are in trouble to begin with,” said Marson.
He said the $36,000 should not be spent on public relations “to create a vision of zoning” that the public disagrees with.
“So before you jump the gun and spend $36,000 on something that may be wholly unnecessary, because I believe the public is pretty adamant in the way that they believe, I think you should take a step back,” he said.
‘Coordinate messaging’
In an interview with Pascack Press March 19, Mayor Carlos Rendo said that a public relations consultant was hired to help “coordinate messaging” to residents about issues such as Valley Chabad litigation, an employee lawsuit, possible withdrawal from Pascack Valley Regional District, and improve communications including social media, borough newsletter, borough website, press conferences and press releases.
“This [consultant] is the best way to coordinate our messaging, because now it’s not coordinated and not being done to get the message out effectively,” said Rendo, adding attorneys involved in borough litigation urged council to hire a consultant.
“It was highly recommended by our attorneys to present a united front,” said Rendo.
Rendo said the first priority for the public relations firm will be to meet with council and “help present a picture that will highlight the message [that] we want to get out and highlight all the benefits of Woodcliff Lake.”
The Valley Chabad filed a lawsuit against the borough in 2016 for discrimination alleging the borough prevented them from expanding their place of worship locally and the DOJ also filed suit against the borough for violating the Religious Land Use and Institutionalized Persons Act and discriminating against Valley Chabad.
The borough consistently denies the discrimination allegations made in both lawsuits. No trial dates have been set in either lawsuit.
Rendo said the consultant may also help in communicating basic information such as what roads are being paved so residents can be better informed.
A public records request for the consultant’s public relations proposal was not returned by press time.