LAST CALL: PR firm gets its day in the spotlight

Political prankster Michael Moore once hired lobbyists to persuade congress to declare a new national holiday honoring his TV show. It worked, and 'TV Nation Day' was written into the congressional record.

The scale may be greatly reduced, but the feat of having a municipal holiday named for your PR firm can hardly be less daunting. But Rosica Mulhern, a small New Jersey firm which specializes in cause-related marketing, did just that, and without the benefit of a fleet of lobbyists or a soft money pump.

The firm, best known for making Famous Amos a household name with his crusade against illiteracy, celebrated its 20th anniversary in style.

It held a ribbon-cutting ceremony for its new Paramus, NJ office. The ribbon was cut with a robotic arm operated by the mayor of Ridgewood, NJ (the firm's first home). Why the robot? A press release called it 'true to the agency's mission in bringing an extraordinary element to an ordinary event.'

The mayor then proclaimed December 12 'Rosica Mulhern Day.' Look out for the Hallmark Cards.

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