David Chauvin

After perpetuating racism, marketing/PR must step up

By DAVID CHAUVIN // In the weeks following the brutal, inexplicable murder of George Floyd on the streets of Minneapolis by a man sworn to protect him, this country has faced a racial reckoning unlike any since the 1960s Civil Rights movement. For days on end, protestors, the vast majority of them peaceful, have taken to cites in every state, on every day, fighting for justice, equality and an end to police brutality. Now is…


No. 505: In which National Grid gifts, interns rise and SBU psychologists dig deep

  That’s a wrap: Welcome to Friday, dear readers, as our abbreviated WFH workweek comes to an end and a muggy, late-spring weekend begins, with Long Island now enjoying its Phase 1 reopening. No, the pub isn’t open. Yes, you should still wear a mask. One Morgo: Before we dive in, a cap-tip for old friend Jim Morgo, the former Suffolk County economic-development guru who reached out following Tuesday’s newsletter, which noted that Molloy College…


No. 504: On Phase 1, thousands of grads and 918 million degrees (but who’s counting)?

  Cross your fingers: Welcome to Wednesday, dear readers, and not just the midpoint of this abbreviated WFH workweek, but possibly the Phase 1 reopening Long Island has been waiting for. Stay tuned. All over the map: Either way, it’s May 27 out there and a busy one on Planet Earth, featuring Nicaragua’s Armed Forces Day, Bolivia’s Mother’s Day, Nigeria’s Children’s Day and Slavery Abolition Day in Guadeloupe. Here in the States, nothing quite so…


Don’t discount the discount, and other PR principles

By DAVID CHAUVIN // As a marketing professional – and someone fascinated by the inventive ways in which brands engage their audiences – I often find myself torn between being scared about the potential overreach of targeted advertising and being excited about its possibilities. On one end, it is startling when the movie I hadn’t thought about in years – until a colleague quotes it in the office – suddenly appears at the top of…


No. 494: In which Earth Day, the National League and fresh NSF Fellows all arrive, but COVID-19 won’t leave

  People of Earth: Welcome to Wednesday, dear readers, as Long Island, the United States and a good chunk of the civilized world muscle their way through another workweek in the Age of Coronavirus. It’s April 22 out there, which of course makes this Earth Day’s 50th anniversary – certainly not what anybody expected it would be, though maybe that’s not all bad. Cool beans: Meanwhile, you might still have some in the house after…


Tipping the leader meter, everyday heroes abound

By DAVID CHAUVIN // True leaders tend to reveal themselves in times of crisis. (Fraudulent leaders tend to be exposed as well – a story for another column, but see our federal government for proof.) Often during this trying episode, I think about the qualities I admire in leaders and, as we all do, I try to learn from them, and grow as a leader myself. Luckily, being a New Yorker, I don’t have look…


No. 486: On mega-moons, linear DNA and innovative immigrant services – and yes, lots of coronavirus stuff

  The unusual: Welcome to Wednesday, dear readers, and the midpoint of another weird and wild workweek, as the Great Coronavirus Pandemic continues to reshape our world and the regional and global innovation economies scramble to keep up. Please celebrate alone: It’s March 25 out there, the U.N.’s International Day of Solidarity With Missing or Detained Staff Members, which is actually about U.N. employees who made the ultimate sacrifice, but seems oddly redefined today. To…


PR and the pandemic: charting a challenging course

By DAVID CHAUVIN // CNN had the results of the Florida Democratic Primary as its top story for maybe 10 minutes – results that would seem to have effectively ended the historic presidential campaign of the once-transcendent Bernie Sanders and solidified Joe Biden as the Democratic nominee. Nary a blip in our public consciousness. And just one of the astonishing changes crystalizing what coronavirus has done to the national conversation. All news is now COVID-19,…


No. 476: On Corn Flakes, ‘Crushies’ and cardiac catheters, featuring our latest innovative awardees

  Hot to trot: Welcome to Wednesday, dear readers, as we race our way through this latest (surprisingly warm) winter workweek. It’s Feb. 19 out there, already the 50th day of 2020 and a busy one around the globe: Armed Forces Day in Mexico, Flag Day in Turkmenistan and the Commemoration of Vasil Levski in Bulgaria, remembering that nation’s “apostle of freedom.” Flags of our fathers: Here in the States, we mark Iwo Jima Day…


Your product isn’t the product, and other PR truths

By DAVID CHAUVIN // Early in über-successful streetwear designer Bobby Hundreds’ (real name Bobby Kim) book “This Is Not a T-Shirt,” there’s a striking passage that sent me thinking about my industry, public relations: We’ll sell you a T-shirt, Bobby writes, but not before we tell you about the artist behind it or his or her message. Our stores are less about sales and profit and more about providing a venue to experience our culture….



In 2020, integration is key to brand communication

By DAVID A. CHAUVIN // It’s believed humans have been making annual resolutions for over four millennia, all the way back to the ancient Babylonians making yearly promises to the gods to pay off debts or settle old grudges. I’m fortunate enough to owe no outstanding debts to Marduk or Nergal, currently, though I certainly like to set few new goals each January. Any custom that’s been around that long must have something going for…


As channels evolve, brands need a grip on social media

By DAVID CHAUVIN // Thanks to the proliferation of social media, the relationships brands share with their target audiences have changed drastically. Researchers suggest that consumer/brand relationships psychologically mimic personal relationships; professionals measure how consumers feel about a brand based on categories including Passion, Commitment, Intimacy and Trust. This relationship is measured by the Brand Relationship Quality Index. Without giving away the secret sauce, I can say marketing teams use this measurement to develop messaging…


In ‘Creative’ twist, ‘Zimmerman/Edelson’ is no more

By GREGORY ZELLER // From the Physician, Heal Thyself file comes the strategic communications powerhouse formerly known as Zimmerman/Edelson Inc., henceforth rebranded as ZE Creative Communications. The longstanding Great Neck public relations, public affairs and content-production house – launched in 1988 by co-founders Robert Zimmerman and Ron Edelson and a media/marketing mainstay ever since – flips the switch today on its new brand identity, including a new company name, logo and website. But the focus…


No. 448: In which the Earth ages, Applied DNA’s patents proliferate and Marvel gets super-Sirius

  Turning point: Welcome to Wednesday, dear readers, as we hurtle the hump and steam into the latter half of this latest busy workweek. Holy moly: It’s Oct. 23 out there, and you certainly don’t need us to tell you this, but it’s Mole Day, celebrated internationally (at 6:02 a.m. and 6:02 p.m. precisely) by chemists and design/tech types. Of course, at those times, on this date, in the American style of date-writing, it’s 6:02…