Carl
Byoir and FDR
In 1926, Roosevelt
bought a rundown spa in Warm Springs, Georgia, from friend and philanthropist
George Peabody. The spa—with 1,200 acres, a hotel, and cottages—was in poor
shape, but the curative powers of the hot mineral springs held promise for many
polio victims. Byoir continued to lead a few other public relation campaigns
but his next notable campaign was with the Franklin D. Roosevelt administration
planning many charity balls for the President and helping establishing the March
of Dimes foundation. Byoir's office was at 10 East 40th Street in New York, and
from there he pursued his work in public relations.
Byoir's first project
was to solve printing problem. The committee had the content for its pamphlets
and newsletters, but no method to produce them due to the backlog of wartime
print jobs. Byoir drew on his experience at The Hawkeye, remembering that
printers whose primary business was mail order catalogs had little work in
early spring and fall.
National syndicated
columnist and broadcaster Walter Winchell presented an appeal that was so good
it would be used for years for both birthday balls and the March of Dimes.
Radio personalities tried to outdo one another in promoting the balls. Carl
Byoir led the first three birthday balls. He then left because he had become
disillusioned with President Roosevelt when FDR “packed” the Supreme Court in
1937.
Finally, victory over
polio. Carl Byoir had elevated found-raising to a new level through his public
relations efforts and had given new insight into techniques that public
relations practitioners continue to use today. Carl Byoir has techniques and
skills are used daily by public relation practitioners. The Museum of Public
Relations states "Carl Byoir may not have moved mountains, but he
definitely made a career of motivating people to do it for him".
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