The Amateur Parker Putting the PR in Parking By Melissa Bean Sterzick
Iwonder if the parking industry needs its own national ad campaign. I have no idea who would organize or fund it,
but let’s set aside those minor details and think about what a lit- tle touchy-feely PR could do for parking. Themilk people do it, the cheese people do it, the cotton peo-
ple do it, and a host of other industries promote themselves as a group. The first time I saw these industrial- strength ads, I thought they were slightly redundant, but when you con- sider the abbreviated attention span of the general population, you see how smart it is to keep a high profile. There’s a website called Real Cali-
forniaMilk set up to promote the inter- ests and reputations of California dairies. They run regular commercials with the slogan “Great milk comes from happy cows; happy cows come fromCalifornia.” My favorite “Happy Cows” com-
mercial is the one with the bitter old cow haunted by memories of standing in a pasturewith a blizzard raging all around her.Her
California-born grandchildren whisper behind her back about how she won’t talk aboutwhere she came from. Somemight doubt the happiness of
cows or anybody living in California, but I have driven through the central part of the state and I think a cow could be quite content there. Everybody has heard the slogan
for Cotton Inc.,America’s Cotton Pro- ducers and Importers – The Fabric of Our Lives – always sung in a warm and fuzzyway on commercials featur- ing adorable children and gorgeous parents clothed in bright colors. That slogan is actually the title of the group’s website, which is a warmand fuzzy overviewof the values of cotton and its many uses set to even more lovelymusic about cotton. As for the cheese people, I per-
sonally think cheese is the best food on earth and eat it on every- thing. It’s not great for my arteries, but my mouth knows what it
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