Cease-and-Desist Issue a PR Calamity, Officials Say

An emotional debate highlighted this week’s Township Council meeting over concern of West Orange’s image following recent cease-and-desist letter incident.

The council all disagreed with the administration's decision to send the letter and how the issue was handled afterwards but a few said they understood the administration’s concern with the website.

The website, westorange.info, was created in May by Jake Freivald as a landing page for his forum for residents to voice their opinions. West Orange sent a cease-and-desist letter to Freivald demanding he shut down his website because "it is likely to cause confusion, mistake or deceive the public."

“The letter was poorly researched, poorly written and was ill advised,” Councilman Victor Cirilo said. “We don’t agree with that letter. “

Freivald's lawyer responded with a sardonic response, which went viral.

According to Jessica Glicker, the township’s public information officer, she and a few other members received complaints about the website. She brought her issues to Mayor Robert Parisi and the letter was sent.

“For a long time I have expressed my deep concern of the questionable actions of Jake Freivald to the mayor,” Glicker said.

In his resignation letter, Freivald cited recent "open hostility" by Glicker, as well as two member of the commission, causing him to resign from the commission.

Glicker explained her issue with the website was the township has used WestOrangeInfo for the township’s Twitter account, Facebook, Instagram and Youtube accounts.

The public and council expressed their frustrations over the terrible publicity this issue has created for the town and wanted it to be over.

“Let’s end this for the good of the town,” Councilman Joe Krakoviak said.

Cirilo said there should be an apology and a retraction.

Mayor Robert Parisi previously told Patch he considered the matter closed. 

"We had no intention of pursuing the matter further anyway," he said. 

Although councilwoman Patty Spango disagreed with sending the letter she questioned Freivald’s participation in the public relations commission, PRC.

“How can you be part of a commission where its goals is to promote positive for the township and you post negative,” she said.

Freivald resigned from the commission last week. 

Cirilo commented in his recent blog post, “this is the equivalent to an employee of Apple computer taking the name “Apple.com” and altering it into “Apple.com/” to spread negativity about the product.”

However, Freivald said his website has information on the site that would have helped him when he moved to West Orange. The site, westorange.info, contains links to a local forum, news publications, tax information and the official township.

The incident has also caused, Cynthia Cummings, the editor of the West Orange Alternative Press to resign from the public relation commission citing personal attacks from Freivald. 

On his website Freivald writes, “The Alternative Press of West Orange: An ‘alternative’ paper whose editor doesn’t understand basic journalistic principles, and whose CEO apparently doesn’t mind. Be careful.”

Additionally, Freivald alleged a business seeking township business is connected through Cirilo’s wife to Congressman Bill Pascrell. Cirilo responded here.