Newburgh board approves $65,000 contract for PR firm after public debate
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Summary
The Newburgh City School District board voted to hire the Donovan Group for public-relations work at a cost of $65,000 after community members and several board members debated whether the money should be spent on communications or redirected to classrooms.
The Newburgh City School District Board of Education approved a $65,000 contract with the Donovan Group to provide public-relations services, voting 5-3 after extended public comment and board discussion.
The decision came during the board’s consideration of agenda item 5.2, a resolution to approve a request for proposals and accept the Donovan Group’s proposal. Acting Superintendent Miss Peterson told the board the RFP sought firms that could help with recruitment, assess the district’s crisis and routine communications, and advise on outreach and community-engagement protocols. "We put a request out for proposals for a PR firm," Miss Peterson said, explaining the firm would review communications practices, support recruitment efforts and consult on crisis communications.
Why it matters: Supporters said the district’s communications staff is understaffed and a consultant can help showcase positive school work and support recruitment; opponents said the money would be better spent directly in classrooms. Public commenters urged both outcomes: David Rhine called the proposed contract "$65,000 that could go directly to our classrooms," adding that money should first address low proficiency and graduation rates. Businessman and educator Bob Capano said he feared the contract prioritizes image over fixes to academic outcomes. By contrast, Tracy Wallace and other parents said improved communications could help attract and retain teachers and highlight student achievements.
Board debate and scope: Board members questioned the RFP’s authorization and the contract’s scope. A board member cited policy 67-41 on purchasing and asked who had authorized issuing the RFP; Miss Peterson and district staff responded that the RFP was publicized and reviewed by a committee, and that the board still had the option to reject the recommendation. Miss Peterson described immediate priorities for the Donovan Group as recruiting applicants for hard-to-fill roles, promoting district programs, and reviewing communication protocols and messaging cadence. Board President Phil Howard defended the hire, saying a consultant can amplify "the fantastic employees" in the district.
Vote and immediate outcome: The motion to approve the Donovan Group passed with five votes in favor and three opposed. Votes recorded in the roll call were: Levenstein (yes), Politi (yes), Bergarelli (yes), DeRae (yes), Howard (yes); Christine Bello (no), Thomasina Bello (no), Boucher (no). The approved scope in the RFP includes recruitment communications, crisis communications, media relations and campaign-style content (marketing, video, social media), with the firm also to advise whether the district’s staffing and processes are adequate for its size.
Votes at a glance: The meeting recorded several other formal actions. The board approved a revised public-comment policy (Policy 12.30) after an amendment was approved; the policy change shortens speaker time to five minutes and narrows the end-of-meeting comment period to agenda items only. The board also approved multiple consent agenda items in human resources, finance, technology and curriculum; one personnel item (8.5, appointment of director of physical education and health) was tabled. The transcript shows motions to amend language in the HR slate (changing "coordinator of restorative justice" to "supervisor of restorative justice") were approved.
What the contract does not do: The district presented the contract as a consultant engagement for communications strategy and services; it does not create a new permanent staff position. Miss Peterson said recommendations from the consultant would inform whether the district needs additional permanent staff and any future budget adjustments.
Next steps: The Donovan Group will begin work under the terms approved in the RFP and present recommendations, including whether the district should invest in more permanent communications staff or change practices. The board did not set a public deadline in the meeting for the consultant’s first deliverable.
Ending: The approval came amid heightened community attention to hiring and personnel questions across the district; several public commenters said they will monitor whether the contract produces measurable benefits for recruitment, classroom supports and student outcomes.