the staff of the Ridgewood blog
Palisades Park NJ, in recent years, a growing trend has emerged among local governments: hiring professional public relations firms to manage municipal communications. Towns like Palisades Park and Clifton are among the latest to join this movement, which aims to streamline how information reaches residents.
Clifton and Palisades Park Take the Leap
Earlier this month, Clifton hired a communication manager with a salary between $80,000 and $100,000. The city council highlighted the need to better communicate with residents as the primary driver of this decision.
Meanwhile, Palisades Park entered a short-term agreement with Vision Media in November, paying $3,500 per month, with plans to establish a long-term partnership. Vision Media specializes in public relations and media consulting, offering services to municipalities, political campaigns, and nonprofits.
“It’s critically important to ensure that we effectively communicate with our residents and raise awareness about the many beneficial programs, initiatives, and community events happening in Palisades Park,” said Mayor Chong “Paul” Kim in a statement prepared by Vision Media.
Why Governments Are Embracing PR Firms
The shift toward professional communications began at the state level and has trickled down to counties and municipalities. According to Marc Pfeiffer, assistant director at Rutgers University’s Bloustein Local Government Research Center, this trend stems from a growing distrust between public officials and the media.
Scandals, the rise of social media misinformation, partisan reporting, and “gotcha journalism” has made officials wary of speaking directly to the press. Instead, they rely on public relations firms to craft precise messaging and avoid misinterpretation.
“It has become more difficult for responsible and caring elected officials to have trustworthy relationships with the press,” Pfeiffer said.
In towns like Palisades Park, drama , internal conflicts and legal battles have further fueled the decision to outsource communications. Recent lawsuits and controversies have underscored the need for controlled, professional messaging to maintain public trust.
What Do PR Firms Do for Municipalities?
Vision Media has been assisting towns like Hackensack, North Bergen, and Paterson with a variety of services, including:
- Writing press releases
- Managing social media content
- Designing graphics
- Acting as a spokesperson for media inquiries
The firm also provides guidance on public policy issues and creates engagement platforms for communities that lack robust local news coverage.
“This gives them a platform to engage with residents,” said Philip Swibinski, Vision Media’s COO.
The Cost of Outsourced Communication
While professional firms can enhance message delivery and reduce the risk of miscommunication, this approach has its drawbacks. According to Pfeiffer, relying on spokespeople can limit public access to government officials, preventing reporters from asking follow-up questions or building relationships that lead to deeper, more nuanced reporting.
This dynamic can leave residents feeling disconnected from their local leaders, potentially fostering mistrust.
A Growing Trend
The use of PR firms in local government is on the rise. Vision Media currently serves multiple municipalities across New Jersey, including Edison, Morristown, and Parsippany-Troy Hills. Other firms, such as Public Strategies Impact, are also active, supporting clients like Cliffside Park and the Passaic County Sheriff’s Office.
As more towns embrace this model, it raises important questions about transparency and public engagement. While these firms help governments maintain control over their messaging, the shift away from direct communication with elected officials may come at the cost of a more informed and engaged citizenry.
The Debate Continues
The decision to outsource communication reflects broader changes in the political and media landscape over the last decade. However, as Pfeiffer noted, the ultimate goal should be fostering trust and openness with the public—a challenge that requires careful balancing between professional strategy and personal connection.
As more municipalities adopt this approach, the discussion about its benefits and pitfalls is sure to continue.
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This is unnecessary. Just communicate, tell the truth, and let elections decide how well you do it. Don’t spend OUR money to make YOU look good. Honesty is the best policy (and procedure).
Yet, this has seemingly never been the case in the entire history of human governance. People deny reality, delude themselves, and prefer untruth to truth in the conduct of their daily lives, their relations with their friends and family, and often times with their very own selves, so why would they want their governments to tell them the truth?
Why? Because it further insulates them from you with an added layer of Orwellian jibber jabber.
or you buy your own Tap Into and promote yourself
this mayor doesn’t need PR the a$$kisser will do what ever he says no matter what
Ludicrous. The village needs the money for many more important things.