'Sally' Berlin, 97, PAL's dynamo of P.R.

Sara "Sally" Berlin, 97, of Center City, a tiny public relations dynamo who pushed to expand and strengthen the Police Athletic League of Philadelphia, died Saturday, Oct. 25, at her home.

Born Sara Shaltz, Mrs. Berlin renamed herself Sally. She stood only 4 feet, 10 inches tall, but what she lacked in height she more than made up for with energy and drive, her family said.

"Someone called her the ageless dynamo, and she loved that," said son Andy.

Mrs. Berlin was credited with encouraging the PAL to expand its reach so it could help more young people. It now maintains 18 sites where children can go for after-school activities, mentoring, sports, computer learning, and educational programs.

One of her initiatives was Lockheed Martin PAL Day at City Hall, an annual program in which youth leaders from the organization are sworn in as public officials for the day and have the chance to shadow the mayor, the district attorney, and others.

"Picture a PAL kid sitting in real meetings with the mayor and the police commissioner. She helped start that," said Theodore J. Qualli, PAL's executive director.

She was born in Philadelphia and educated at Temple University. She married Samuel G. Berlin in 1939. They lived in Mount Airy and Center City. Her husband died in 1999.

She was a stay-at-home mother until her son reached school age. Then she embarked on a career in public relations, working for Mayors Richardson Dilworth, James H.J. Tate, and Frank L. Rizzo.

In 1986, she was elected to the Philadelphia Public Relations Association Hall of Fame.

Lisette Bralow, president of the Philadelphia Public Relations Association, said Mrs. Berlin was a founder of the association and mentored its members. "She knew everyone and was generous about sharing friends and ideas. She will be missed by all of us," Bralow said.

Before 1990, when the city produced the annual Hero Thrill Show, Mrs. Berlin promoted the event to benefit the families of police and firefighters who had died or been hurt in the line of duty. As a result, the stands at the annual show were routinely full, her family said.

When others took over the show, she moved on to PAL, raising millions of dollars for the group. Mrs. Berlin continued to work as an adviser to PAL well into her 90s. One of the last PAL events she attended was Michelle Obama's July 2012 visit to the Lenfest PAL Center in Hunting Park.

"She was very excited about that visit. She liked Michelle Obama," her son said.

Mrs. Berlin pushed for Philadelphia's civic leaders to support PAL, and during her tenure, many new PAL centers were financed by the city's financial, business, and professional communities.

Mrs. Berlin liked to lunch at the Palm in Center City, where she was widely known. She was thrilled when the restaurant hung her picture on the wall beside other notables.

Surviving, besides her son, are a grandson; a great-grandson; a niece; and nephews.

A memorial service will be at 2 p.m. Tuesday, Oct. 28, at Temple Beth Zion-Beth Israel, 300 S. 18th St. Burial is private.

Donations may be made to the Police Athletic League of Philadelphia, 2524 E. Clearfield St., Philadelphia 19134.

610-313-8102