In the wake of the ongoing criminal investigation at Bedford Hills Elementary School, on Tuesday the board approved a resolution to engage the services of Zimmerman/Edelson Inc., a public relations and marketing firm. The decision came late Tuesday after an executive session discussion.

"Due to the exigencies of an ongoing criminal investigation into matters including members of the services staff, the district is in need of the services of a public relations firm,"the board said in a statement.

The board of education authorized the superintendent to engage the services of the firm from Sept. 1, "We've authorized $5,000 a month," said school board president Brad Sacks yesterday. "It's Sept. 1 through Dec. 31, a four-month contract, and we will ,review it after that. They come with high references; they're a well-known PR firm — they represent 25 school districts."

Mr. Sacks said that many school districts employ full-time public relations consultants. This is some-thing we've been thinking about for a while because of the massive amounts of information we want to get out to the public,^" he said. "Student achievement, teacher achievement — a wide range of news in terms of getting it out there."

"We're a big corporation— 4;500 students, 1,000 employees — its a big operation," said Mr. Sacks. "Look, its the start of a new school year. It may look odd, it may look coincidental, but if you ask any board member, is this something we^'ve been discussing for a while, they'll tell you, yes."

"We're putting a system of getting information out to the press, to the community, positive stuff, in a timely fashion;" said Ron Edelson of ZimmermanfEdelson Inc. on Wednesday night. "This district didn't have a `pure' communications officer: Right now, its like everyone's second job. Sometimes it can get secondary — but it can't be."

Mr. Edelson said that in terms of the current district investigation, the media and public will still be able to ask questions of the school board and administration. "It's our job to track them down when you need them," he Edelson said.

The firm, based in Great Neck, has numerous school districts as clients, including the Mamaroneck Public Schools, the North Babylon Public Schools, and . the Bridgehampton Public Schools.

"Our success in representing our clients has been based on the development of important contacts with the national and region-al editorial community, broadcast and business press, as well as our working relationship with various governmental bodies at the local, state and national levels," Zimmerman/Edelson states on their Web site. Our philosophy and strategy revolves around having personal contacts with editors, writers, and governmental officials as well as understanding that there are many ways to accomplish our clients' objectives. We believe^' this approach has been critical in enabling us to achieve the marketing, public relations and advertising goals of our clients."

"It's some assistance in getting the right message out to the public," said Mr. Sacks. ^"They're entitled to information. They're our` public. We want them to have A. the information that's available. We have lawyers; auditors, account-ants, it's another professional that's going to assist us in doing the best ^job