Edward L. Bernays
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1914
Apprenticeship in the Hearst Empire

After ending a successful business venture producing John Martin's Book, a children's publication co-produced with Morgan Shepherd, Byoir wanted more knowledge of circulation and advertising techniques. He joined Hearst magazine empire as an advertising, promotions and circulation apprentice. With great acumen he conquered each department, often out-performing long-time Hearst employees.

His last assignment was to increase the circulation of Cosmopolitan magazine, which was steadily declining. After a six-week fact-finding tour of newsstands between San Francisco and New York, he concluded that the trend could be reversed by giving attainable incentives to dealers. Soon after the program was implemented, Byoir was named circulation manager for all Hearst magazines.

Among his many learning experiences, Byoir discovered that successful promotion required a personal approach. This type of business integrity would become the hallmark of Carl Byoir & Associates. (continued)

1917
Committee on Public Information

One year before Edward L. Bernays joined the Committee on Public Information, Byoir was called to Washington by George Creel (founder and director of the Committee) on the recommendation of Byoir's mentor and the former editor of Cosmopolitan, Edgar Sisson. Creel unknowingly surrounded himself with men who would become our profession's forefathers. Like all the men on that committee, Byoir was trained to believe words could be used as weapons. (continued)

1919
Lithuanian National Council & Edward L. Bernays

After assisting George Creel in reestablishing communciations between Czechoslovakia and capitals of various allies, Carl Byoir returned to New York in early 1919.

The Lithuanian National Council in the United States hired Byoir for his first non-CPI campaign. In turn, Byoir hired Bernays to assist in collecting ample public support to have the U.S. Senate recognize Lithuania. This support would allow Lithuania to be recognized as a free and independent nation, thus securing Lithuania's future as an ally with the U.S.

The two public relations innovators used techniques from their CPI days, including print media, prominent local spokesmen, and wrote editorials and telegrams to influencial parties. Their campaign was successful, and the motion to recognize Lithuania was approved by Congress.

In Byoir's memoirs he wrote, "After the war,...[Eddie and I] started a little [publicity] business--and believe me it was a little business--it was so little that...I decided to go into something more profitable."

 


CARL R. BYOIR - A RETROSPECTIVE
Introduction / 1903-1912 / 1913-1919 / 1920-1930 / 1931-1932 / 1933-1936
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