Cover photo: Shapiro surrounded by long-time friends and colleagues (Credit – Matt Meduri)
While elected officials, non-profit organizations, civic associations, and the like all have the same objective in getting out their messages, it wouldn’t be possible without those in the public relations (PR) business.
And Todd Shapiro is perhaps one of the most venerable in the business.
Not only did a host of colleagues descend on Islip MacArthur Airport (ISP) for the thirtieth anniversary of Todd Shapiro Associates Public Relations, but also for Shapiro’s sixtieth birthday celebration.
The dual-milestone night was attended by past and present elected officials and community members, notably attracting those from both sides of the political aisle. The humor, light-heartedness, and overall tone of the night not only displayed that professional service knows no political boundaries, but that decades of service in the industry has provided Shapiro with innumerable colleagues, who can comfortably call him a friend.
“This guy knows how to get you in the papers,” said Suffolk County Executive Ed Romaine (R-Center Moriches), who has had a working relationship with Shapiro for over thirty years, dating back to their shared time at Brookhaven Town.
“When I became [Brookhaven Town] Supervisor many years ago, Todd said, ‘I can get you press, but you’ll have to box some kangaroos,’” said Romaine, setting the humorous mood for the evening. “He has been a master of this for over thirty years.”
Shapiro got his start working as an aide to the Brookhaven Town Council, and later the Supervisor. A significant moment in his career was when he became County Executive Bob Gaffney’s (R) press secretary. At the age of thirty, Shapiro set out on his own, and thirty years later, Shapiro’s past and present contacts prove his industry-wide bona fides.
“Todd has been a tremendous source of advice for me. He knows how to get your message out like no one I’ve ever seen,” said Suffolk County District Attorney Ray Tierney (R). Not only has he been a great source of advice, and I rely upon his experience, but also we’ve become friends.”
Shapiro’s anniversary attracted notable current elected officials, such as Islip Town Supervisor Angie Carpenter (R-West Islip), New York State Comptroller Tom DiNapoli (D-Great Neck Plaza), State Senators Dean Murray (R-East Patchogue) and Mario Mattera (R-St. James), Suffolk County Legislators Kevin McCaffrey (R-Lindenhurst), Steve Flotteron (R-Brightwaters), Leslie Kennedy (R-Nesconset), Trish Bergin (R-East Islip), Dominick Thorne (R-Patchogue), as well as Brookhaven Deputy Supervisor Neil Foley (R-Blue Point), Islip Town Councilman Mike McElwee (R-West Islip), Sheriff Errol Toulon (D), County Clerk Vincent Puleo (R-Nesconset), Assemblywoman Jodi Giglio (R-Baiting Hollow), and Comptroller John Kennedy (R-Nesconset).
Furthermore, Shapiro’s event allowed for rare public sightings of former Congressman George Hochbrueckner (D), who represented NY-01 from 1987 to 1995, as well as former County Executive Patrick Halpin (D-Oak Beach), who served as Suffolk’s Fifth County Executive from 1988 to 1991.
“I think we would all agree, if you want a friend who will be loyal to you, who will always have your back, who will always take the extra step to do you a favor, even when you don’t ask for that favor, it is Todd Shapiro. He is the most generous human being, and he really is an excellent public relations professional,” said Comptroller DiNapoli, with similar comments echoed by Supervisor Carpenter.
“He never forgot that the people you meet on the way up need to be the people you meet on the way down, and he’s always been good to each and every one of us. I see a lot of his friends out here tonight that can say that this is a person that’s helped many people in this room along the way,” said Presiding Officer McCaffrey. “He may not have been that elected official, but he’s been a force behind a lot of us, and helped us get our message out there, and teaches us about doing the right thing.”
Legislator Bergin remarked on meeting Todd when she was eighteen years old, studying to be a broadcast journalist, and shared an anecdote of how a story lead of a “gigantic display of dinosaur bones” would be coming to Suffolk County, only to find a singular bone on a table.
“It was a little bit of a miscommunication, but we had a good laugh about,” said Bergin, adding that while Shapiro has been with his colleagues through the good times, he’s also stuck with them through the bad.
“Todd was one of the first people who called me when I was having a personal situation and I needed PR help. He dealt with all the press for me, he was just phenomenal,” said Bergin. “And at times like that, when you think Todd is only there for the good news and to be by your side for the ribbon cuttings he’s also there when you need a friend who can manage the press for you.”
Shapiro shared that when he started his firm – “on a whim” – he couldn’t afford an office, but friends at Gershow Recycling in Medford gave him space for free.
“You take what you can, and people have faith in you, in life, and through your journey in life; you’re building something,” said Shapiro.
Shapiro recounted stories of big pitches and massive Suffolk-based stories, including the nation’s first twenty-four-hour golf course in Islip, TWA Flight 800, and wildfires, as well as the position he was essentially assigned in public relations at the Town of Brookhaven, initially hoping to work at the museum at Bald Hill upon exiting law school.
“You learn in life; you learn and trade,” said Shapiro.
Shapiro is also noted for having provided PR for first responders organizations, such as the Suffolk County PBA and the NYC fire department unions.
“These people in public service, they don’t do this to walk on the red carpet and eat foie gras,” said Shapiro. “They do this to help people. They do this because they make a difference in people’s lives.”
“I got my start in this town. These aren’t people who I just met or I’m getting involved with. These are people I have spent thirty years in the business with, working everyday, spending my life with people in this room. It’s a journey we all work on together as a team.”
True to Shapiro’s respectability, this was just one of several gatherings in his honor, with one at Mar-A-Lago, another in Albany, and another in Nassau County.
“Thank you for letting me celebrate thirty years in business with you, thank you for letting me spend my sixtieth birthday with you, it means so much to me. You all are my family,” closed Shapiro.
With a wide range of dignitaries and community leaders, from multiple levels of government, both political parties, and spanning decades of public service, Todd Shapiro remains not just a close friend and esteemed business partner, but essentially a cultural touchstone for those who have worked and lived in Suffolk County.
