As Director of Public Relations at SRI from December 1948 to November 1956, Bill Estler’s vision was to make SRI the best known and respected applied research organization in the world. When he joined SRI as employee number 71, SRI was quartered in the rustic remains of a WW II Army hospital. Clients were not clamoring for SRI’s services; outstanding scientists, engineers, and administrators were not flocking to its doors. If SRI was known at all, it was as some vague kind of adjunct of Stanford University.
With only limited budgets, Bill developed a sensitive but broad outreach program. He worked in harmony with the technical and administrative staff and with the Institute’s board, earning their respect while encouraging them to believe in the future he envisioned. Working with the Director, Jesse Hobson, and with Hoot Gibson, Tom Morin, and Tom Poulter, he coordinated the very successful SRI Associates program and brought in many noted visitors such as solar pioneer Maria Telkes and architect Frank Lloyd Wright.
Bill applied a cachet of style to every aspect of the Instituteís image and functions from graphics to publications and the organization of symposia, special events, and visitor tours. His publicity accomplishments are legendary. He established mutually respectful relationships with editors and noted writers from the world over, resulting in major articles identifying SRI’s outstanding work and people. SRI, its work, and its people quickly began appearing regularly in major dailies like the San Francisco Chronicle, New York Times, Wall Street Journal, Denver Post, Portland Oregonian, and Seattle Intelligencer as well as almost every relevant technical journal and magazines such as Business Week, Fortune, and Barons.
Bill Estler started Research for Industry, a monthly publication showcasing SRI’s work in nontechnical terms to thousands of business executives around the world. Research for Industry drew appreciation of SRI’s problem-solving capabilities and resulted in countless inquiries and many funded projects. Because of Bill’s efforts, SRI began attracting more and more research assignments and exceptionally gifted technical staffers. Bill Estler’s multitalented and devoted efforts created the strong foundation that helped SRI grow.