26 HќќѠіђџȱ юћјђџ юћѢюџѦȱ2014 FEATURE One of the great frustrations of being a banker is the widespread lack of understanding of what the profession is all about. Not the details of the work, but its positive impact. More than simply a lack of knowledge, the situation often results in an unfavorable impression of the industry. This is not a new thing, but ȱȱȱȱ¢ȱȱę- cial crisis and its aftermath. Bankers are open to constructive criticism, but the steady drumbeat of negative opinions has had very real consequences in terms of policymaking. The American Bankers Association has been aggressive in pushing back against misinformation, yet the association’s leadership felt something more was needed—an ongoingȱěǯ Out of this was born Amplify, a far-reaching program for both members and nonmembers of the ABA, to ensure that what banks do ȱĴȱȱ¢ȱ¢ȱ and consumers. The program was launched at the ABA Annual Convention last fall. It is not an advertising ǰȱȱȱȱȱȬȱę¡ǯȱ As the name implies, the program’s goal is to build the process and structure to support an ongoing, from- Ȭȱěǰȱȱ ȱȱ themselves—along with the ABA and the state bankers associations—get the word out about what they do. “We chose the word ‘amplify,’” says Stephanie O’Keefe, ABA’s executive vice-president of communications, “because we weren’t going to create new things—we didn’t need to. The work that banks do and their community leadership speaks for itself. We just need to amplify that.” Survey Suggests Four Themes The decision to create Amplify came together following the results of a public opinion survey commissioned by ABA. “It’s always good to survey the public about your own industry to determine where you stand,” observes James Ballentine, executive vice-president of congressional relations and public policy at ABA. The survey found that the banking industry still stands in the shadow of negative perception, and that while the situation is improving compared to the past few years, much still needs to be done. Amplify seeks to continue this improvement, and it begins by focusing on the survey’s four overarching points regarding what resonates with customers about banking: Ȋȱ ȱȱȱȱȱȱȱ your money; Ȋȱ ȱȱȂȱȱȱ convenient; Ȋȱ ȱȱȱȱȱȱȱ growth, health and vitality of communities; Ȋȱ ȱȱȱȱȱȱȱ you through all life’s milestone events. These points became the “Key Messages” tab on the Amplify website (www.amplifybankers.com), a dedicated site that is the focal point and platform for the program. Six “take action” resources were developed to help get the program rolling: 1. Speak to a local group. This section contains tips on planning a presentation, sample speeches, PowerPoints and more. 2. Engage the media.ȱ ȱ here include customizable press releases, interview tips, a guide on how to best utilize the media and more. 3. Tweet your representatives. Bankers can send tweets and get tips on maintaining a variety of social media pages. 4. Send an email to Congress. Users can send emails through the ABA system to let members of Congress know about banking issues. Talking points on current issues are ěȱȱȱȱȱ ǯ 5. Set up a bank visit. Inviting an ȱĜȱȱȱȱȱȱ best way to have a discussion on banking issues. This section of- ȱ ȱ ǰȱ ę ASHLEY BRAY $%$ %DQNLQJ -RXUQDO яќѢѡȱѡѕђȱ Ѣѡѕќџ Ashley Bray is a contributing editor of ABA Banking Journal ȱȱ Ĵȱȱȱȱȱȱ ȱȱȱȱȱȱȱęǯȱ She is also the associate editor of another trade journal and is a graduate of Fordham University. Questions about Amplify may be directed to Erin Scheithe, American Bankers Association at 202-663-5436, email: escheithe@aba.com. Amplify is available to both members and nonmembers of the ABA.
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