Father's Day seems to play second fiddle to Mom's special moment

 Where are all the press releases about how much it would cost a family to hire a team of professionals to do all the work a father does? There’s always an article on the high cost needed to replace a mother’s work sometime in the spring.

When was the last time the news reported that the phone lines were burning up on Father’s Day? We always hear this happens on the second Sunday in May.

Where are all the print ads, TV commercials, radio spots and Internet pop-ups for dad’s holiday? There are some, but not nearly the same volume as for mom’s holiday.

Maybe what Father’s Day really needs is a huge dad-friendly store or company to become its corporate sponsor. Then perhaps fathers would receive the favorable notice they warrant in a series of press conferences or arena ads.

Father’s Day also hits the calendar in exactly the wrong time of year to generate lots of marketing buzz.

After a spring season filled with sports, concerts, graduations and end-of-the-school-year activities, families are often too frazzled in June to give dad’s day the time and energy that it deserves.

Dad’s holiday also lands during summer vacation, causing a lack of cute elementary school craft projects to be created by the kids for all the “you’re the best dad in the world” fathers to enjoy.

Speaking of gifts, dads are just simply harder to buy for, which is a huge marketing problem – especially once they become granddads.

So tell me, just how many gift cards to electronic stores, meat-and-potato restaurants and home improvement super centers do fathers need to receive to stimulate the waning economy?

With moms, a sentimental card, a lovely gift and dinner out will do. With dads, either he doesn’t really need anything or he tells us that he doesn’t need anything, because he doesn’t want us to make a fuss.

But secretly, dads do want moms to make a bigger deal about Father’s Day and to promote it more within the family unit. I believe it’s a matter of respecting their unique job within the family.

For one thing, how many kids really understand what their dads do for a living?

Kids readily see what their mom does every day to run the household, but most kids don’t see everything their dad does for his family. If they don’t understand his role, they really can’t respect his work.

For another thing, how many wives make it a point to thank their husbands for protecting as well as providing for the family? I know I neglect to do it as often as I should.

And how much of the money that good ole’ dad earns actually makes it into his own wallet? Often, most of it goes to supply everything for everyone else.

Since dads don’t receive or ask for an orchestrated media blitz or even a family fanfare for the irreplaceable work they do, it becomes easier to believe they don’t need it.

But they do. They need the attention they deserve for a job well done regularly, not just once a year on a Hallmark holiday. Regardless of the plans you’ve already made for Father’s Day, it’s time to tell dad in a funny or a heart-felt way that you can’t imagine life without him being at the helm of the family watching out for trouble ahead.

He needs to know he’s doing a good job of being a father just as much as moms need to hear they’re doing a good job as a mother. Even if divorce has affected your family unit, it may be time to recognize good fathering can and does still happen, too.

Although I doubt that any marketing guru would ever take on promoting Father’s Day, a wise mom will promote the power of positive parenting by good fathers in general.

And especially by the great dad that lives at her house.