On September 5, 2006, President Bush nominated [3] Mary Peters as Secretary of the Department of Transportation [4]. PR firms should be thrilled. During her short tenure as head of the Federal Highway Administration she made plans to spend an average of $8 million for the services of private PR firms, including almost $3 million a year to "advertise visually-appealing highways and routes." Despite a chorus of criticism, Peters is holding firm to her belief that the plan, which was written with PR as its base, is critical to "position the brand" and "develop a core identity." If Peters is confirmed as Transportation Secretary she will succeed Norman Mineta [5], the final member of Bush's Cabinet who was a Clinton appointee.