He steals fish, knows more than most about laundry and wants to
take over the world with his merry little threesome. Meet the
Massachusetts Mugwump, Frank Chiarivalloti.
Describe your agency
Public Image is a boutique PR and corporate communications agency in
Newburyport, MA. We are an international company; three professionals
(me, my wife Deborah and Karen Cacciola) striving to turn PR on its head
and provide world-class service to our clients while maintaining
high-quality personal lives.
What is your job title?
I decided to call myself the Supreme Mugwump after reading the Harry
Potter books. Anyone can be called president/CEO, but it takes a special
courage to call yourself a Mugwump. Hell if I know what it means, but
I'm going to be the best.
What is your greatest achievement?
Keeping Public Image alive after our two largest clients, which
represented 65% of our annual revenue, were acquired and their business
went away, seemingly overnight. We have recovered that lost revenue and
What is the secret of your success?
My father and mother. I watched them work side-by-side seven days a
week, running a small grocery store and laundromat. They funded college
educations for my sister and me and built houses for my two oldest
sisters, all from that business. It's the memories of their hard work
that keep me focused.
Write the headline for the story you would most like to read in
'Weber Shandwick, Fleishman-Hillard, Edelman merge, fail and declare
bankruptcy. Public Image acquires remains.'
Name one thing about your past people would be surprised to learn
I am a fish felon. I once kept a striped bass just to show my sons how
big a fish it was. I swear to God no one was watching me, but apparently
two game wardens were standing on the riverbank. I probably should have
had a clue when I heard someone yell, 'Hey!' Figuring hey is for horses,
I took the fish. Well, I was met at the boat launch with a smile and a
I paid my fine and learned my lesson, but to this day I'd like to know
what the warden did with that fish.
What do you wish you hadn't said to the media?
I represented a Maine utility which was actually seeking a rate decrease
in a rate case. We were holding a public hearing and no customers showed
up. A reporter with the Portland Press Herald smiled and asked, 'To what
do you attribute this outpouring of public support?' I said, 'We have
finally achieved our ultimate goal: customer indifference.' Guess what
made the front page the next day?
Who would you most like to work with?
I want to work with the next unknown American who wishes to become
President of the United States. I want to advise and develop the
campaign that will propel this person to the national stage without
benefit of soft money or birthright. It's time a citizen became