Before we dive into this week’s mailbag, I want to talk about the New York Islanders’ Public Relations team, which was recently named one of three winners of the Dick Dillman Memorial Award for PR Excellence.
It’s an incredible achievement and one that’s very well deserved. But truthfully, this isn’t anything new for this group.
My first day on the job, I remember being incredibly nervous. I didn’t know where to go for practice, who to talk to, and, honestly, I was dealing with a bit of imposter syndrome, wondering why I, Stefen, was being given the opportunity to cover the team I grew up idolizing.
When I finally got upstairs and pulled out my laptop — probably shaking a little. The rink was cold, I swear. — I got a tap on my shoulder.
It was Senior Vice President of Communications Kimber Auerbach, welcoming me to the beat and making sure I had everything I needed. While no one is ever best friends with the PR guy — we’ve had our moments, me doing my job and him doing his — there’s no question he’s had a major impact on my career.
And when you have a strong leader in that department, it trickles down.
Senior Director of Team Services Jesse Eisenberg — no, not the actor — and, this past season, the addition of Sami Levin round out a Big Three that allows me to bring you guys the content you all love to read.
There was a culture change within the organization once Mathieu Darche took over.
The goal was to bring fans closer to the team after years of feeling like they had to view it from behind a black curtain. That meant opening practices. It meant allowing players to appear on podcasts and in commercials. It meant trusting the PR staff to do what they do best.
And they’ve nailed it.
Remember when Matthew Schaefer put on his Islanders jersey on draft night, and it had the breast cancer ribbon stitched onto it?
That was the PR team. They came up with that on their own to make Schaefer immediately feel welcomed, but more importantly, understood.
They followed that up by arranging for children who had lost a parent to surprise Schaefer when he signed his entry-level contract.
Those are the moments that receive recognition, but not always the people who make them happen. And that’s not to say they want the credit. If you know this group, you know none of them do. In fact, they’d be the first to shine the spotlight on someone else before themselves. That’s just who they are.
But it’s important to understand that the Islanders’ PR team is committed every single day not only to protecting the organization’s image, but also to making sure every player and every family feels supported.
As members of the media, we can’t tell the stories you all love to read without access. That access doesn’t happen by accident. It takes trust, communication and people who genuinely care about doing the job the right way.
This award is a recognition of that, and it’s one that’s incredibly well deserved.
Ok, now it’s mailbag time!
Question 1: Improving The Top Line
ROSNER: I think "refuse" isn't the right word here because Mathieu Darche did try to add top-end talent, whether it was at the trade deadline, during draft week, or since free agency opened. He came up short because he wasn't willing to include his top prospects in deals, or because other teams were simply offering more than he felt comfortable giving up for a team that's about to undergo significant roster turnover over the next year or two. You can be frustrated that he didn't land a Jordan Kyrou or wasn't able to acquire a Kirill Marchenko, but it wasn't for a lack of trying. I guess the “refusal” part is refusing to deplete a prospect pool, the top ones expected to be impact players over the coming years.
Question 2: Blame Goes To Who?
ROSNER: Pete DeBoer was brought in because the Islanders lacked the structure needed to be a consistent hockey team under Patrick Roy. But playing within a system doesn’t fall solely on the coach. He also needs the right players to execute it, and DeBoer’s game is built around speed. The reality is this roster remains flawed. It’s filled with middle-six forwards, a blue line with plenty of question marks and a goaltender who too often has to play Superman to keep the team in games. That’s on Mathieu Darche, who is betting DeBoer can get more out of this group before the real roster construction begins next summer.
Question 3: PTO Opportunities?
ROSNER: When it comes to Professional Tryouts (PTOs), teams usually only hand them out if they believe a player has a legitimate chance to help the NHL club. Right now, the Islanders already have plenty of middle-six and bottom-six forwards, along with enough depth defensemen, that I don’t think they need to add another body just to create more competition in training camp. If Patrik Laine remains unsigned, he’s still someone I could see the Islanders taking a look at. I also wouldn’t be shocked if Oliver Wahlstrom received a PTO, although the organization already knows exactly what it has in him. If he returns, it would be more about providing Hamilton with another quality forward than competing for a full-time NHL role. It’s also worth noting the Islanders didn’t bring anyone to training camp on a PTO last season.
Question 4: Simon Holmstrom’s Season
ROSNER: It’s the most important season of Simon Holmstrom’s career because it's a contract year and it’s his time to finally prove if he can be a top-six player since the Islanders didn’t add an elite talent this summer. Holmstrom ended the season playing alongside Bo Horvat. Maybe he gets that opportunity again, or maybe he gets to play with Mathew Barzal. We’ve seen the potential. He has an elite shot. He can not only transport the puck up the ice, but he has the reach and frame to get around defensemen, cut to the net, and be that kind of guy for this team. But he has to shoot more and be confident. He can’t disappear for large stretches if he’s going to be a top-six guy.
Question 5: Prospects Ready To Help
ROSNER: I’m on the same page as you. Liam Foudy got the opportunity, alongside Victor Eklund, to play in Game 82, and I think Pete DeBoer really likes the speed he brings and the way he pressures on the forecheck. Daylan Kuefler is my dark horse to make the team out of training camp. I know the organization is very high on him. I’d also include Matt Luff in that conversation.
I'm a mark for Simon Holstrom. I admit it. Both Simon and Emil Heineman hit walls at portions of the season, but it was expected due to the compressed schedule.
I came into last year with tempered expectations. This year, I have myself positioned as "cautiously optimistic." I don't expect anyone to have the impact that Matthew Schaefer had, awakening a fan base that hadn't felt like this in a while, but I do sense there's someone that's going to take a big step forward for this club.
I know it seems like Victor Eklund might be that guy, and Isaiah George will get every opportunity to win a roster spot, but the guy I have my eye on already has one: Calum Ritchie.
If there was a positive effect on the Brayden Schenn deal, it was the effect he had on Cal's confidence. I expect that Schenn and Ritchie will both probably play wing this season more often than not, provided Mat Barzal can improve his face-offs. I like his presence around the net and his fearlessness he plays with in the dirty areas, once a trademark of our franchise. He should continue to be a part of the solution to our endless power play woes, and improve on his abilities to maintain possession and his defensive responsibilities. I think knowing he's an important part of this club's return to glory as a top six forward without the spotlight on him will do him wonders as we await the immenent arrivals of our new young core developing in Hamilton and below.
I'm glad to see the Public Relations staff getting their love, because it has been a massive shift in strategy since the glory days of the Old Barn.
It helps when the group's poster child (not fair, he's an adult, technically) is so likeable a human being as Schaefer is. There's a humility and just an honest joy he has playing here on Long Island that's both refreshing and impressive. The franchise is in good hands having been blessed with his presence. He will eventually wear the captain's mark, but for now we can enjoy Shannon Hogan and the PR staff playing with him and promoting him as the face of a franchise on the precipice of becoming not only relevant, but important again.
https://www.prohockeyrumors.com/2026/07/islanders-expected-to-hire-evan-gold.html
Stefen was on this, great to see it happen. I assume Darche and Gold had a relationship, along with a similar background and trajectory. We are collecting some impressive talent within the organization in many facets. It’s really positive that all these talented hockey and operations people want to be part of the Islanders organization. This is a credit to Malkin and Company Commitment to Excellence ! The top flight free agents will come, because the Islanders Organization has transformed themselves. The last piece of the puzzle 🧩 is Winning on the Ice 🧊! That’s starts with Pete’s Training Camp. The difference between making the playoffs and missing them is razor thin. It’s imperative they come out of the gate quickly and stay consistent throughout the year. Every game is important as we know. The injection of the young players is critical in changing the narrative of the last few years. Younger, faster, more effective forecheck, harder hitting and a commitment to defense. Pete has the pieces to make this team a playoff team. I think that’s what management is demanding as well as the fans. No excuses this team must get in regardless of the competition in the Metro.