LAST CALL: PRWeek starts its push for PR Week

When we learned that New York Mayor Mike Bloomberg had named April 8-12 "Advertising and Marketing Research Week,

When we learned that New York Mayor Mike Bloomberg had named April 8-12 "Advertising and Marketing Research Week,

PRWeek feared a conspiracy was afoot.

After all, Bloomberg broke ad spending records during his mayoral bid, and lately has made it clear that the aspects of his job he enjoys least - sitting for interviews, attending ceremonial events - are those categorized under the broad heading of PR.

Was the mayor throwing his weight behind Madison Avenue and relegating all other comms forms to second-class status?

We made a few calls. The answer: Well, not exactly.

"There's an office that handles these things,

said Paul Sigler, managing partner of The Lost Boys Consortium, which secured the edict for the Advertising Research Foundation. "Write a letter explaining who you are and what you do, and you pretty much get the proclamation. That's all there is to it."

Inspired by Sigler, Last Call came up with a way for the industry to one-up the ad guys. A petition calling for the establishment of a "PR Day Parade

should arrive in your office soon.

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