Board debates hiring PR firm and forming naming/sponsorship committee

The Holmdel Township School District's communications committee told the board it had reduced candidates for a public‑relations contract to two finalists and planned one more interview before making a recommendation to the full board.

Board member Libeci, who updated the committee, said the district has used a retainer firm in the past primarily for crisis communications but is now seeking a broader, strategic menu of services. "I think it's really gonna help us to give a lot more clarity and communication to the stakeholders here," Libeci said.

Board members asked how a PR firm would coordinate with existing in‑district social‑media roles (so‑called Schedule B staff). Dr. Cascone said the district continues to employ Schedule B personnel who push school social posts and that any vendor would work "hand in hand" with existing staff rather than replace them.

Separately, the board formed an ad hoc committee to guide requests to name facilities or accept sponsorships; named committee members included the chair, board member Tocillo, board member Labeche and board member Buckley. The committee's remit is to process board and public input on naming, sponsorship and legacy recognitions.

Members debated the merits of monetizing naming rights to raise revenue for school resources versus prioritizing local history or non‑person place‑based names. One board member urged the committee to consider Holmdel history if the board proceeds with naming. Another said naming decisions can be divisive and gave a past example of a field sign dispute as a caution.

Board members also suggested lower‑cost, community‑led projects such as student painting projects to refresh stadium bleachers or standardizing the Hornet mascot and logos across grade levels.

Next steps: the communications committee will finish vendor interviews and bring finalists forward; the ad hoc naming committee will develop guidance for future requests.