Islanders Mailbag: PR Team Wins Much-Deserved Award, Simon Holmstrom’s Biggest Season Yet
The latest Islanders Mailbag covers why the team’s award-winning PR staff deserves recognition, why this is Simon Holmstrom’s biggest season yet, prospect battles, and more.
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.