The midland journal. (Rising Sun, Md.) 1885-1947, 1935-09-06
PUBLIC Confidence
RESTORED BY BANKS
American Bankers Association
Describes Its Activities to Gre.
ate Better Understanding
Regarding Banks

NEW YoRR.-Eight different lines
OF activity through which the Amer.
lean Bankers Association II constant.
ly aiming to promote better public un.
Outstanding and opinion in regard to
banking and the attitude Of bankers
toward Legislation are described in de.
tail in a statement made public here
BY r. 8. Hecht, president of the asso-
citation.
The aim, he says, IL Ito strengthen
the real basis for good opinion in 70.
gard to the banks" through fostering
Informative bank advertising in the
newspapers and I'm other ways. The
statement was issued in reply to sug.
gestions received urging q nation.
wide public educational program in
regard to "the business of banking and
its place in the life Of our country"
Mr.. Hecht declares that I'VE have
tried very hard to convince the public
that the banking fraternity has truly
profted by the lessons OF the past. IL
determined to approach all questions
OF banking policy from the broad view.
point Of public welfare. and Is prepared
to carry its full share Of the burden in
connection with all efforts to restore
sound prosperity in this country"
The Means Employed
In describing the various measures
Of the association ito exert q bensH.
cial influence on public opinion re-
garding the functions, methods and
operations Of banks" Mr.. Hecht emu
merated the following activities:
/. The Public Education Commission,
which prepares plain language talks about
banking for use Of bankers and others be-
fore schools, civic clubs and over the radio.
:. The Constructive Customer Relations
program, installed in many banks to help
qualify bank employees to promote y bet
ter informed and more sympathetic etti-
ttude among their customers regarding
8. The Publicity Department, supplying
city and country daily and weekly news
papers with articles regarding banking
and allied subjects and furnishing the
regardinS the activities Of the asSociation.
4. The Advertising Department, supply
ing members Of the association with
series Of informative newspaper adver-
tisements setting forth IN brief, popular
which banks operate, their effective prac-
tees for protecting depositors' funds. the
services they render and the various ways
their own communities in fostering sound
recovery and progress.
5. The Executive Officers and the Com.
mittee on Banking Studies. who are ac-
sulting with Administration and Congress
sional leaders in formulating proposals
for banking reform based on broad lines
Of public welfare.
noting among bankers In the farm dis.
tricts the practice Of aiding their farm
customers In installing on their farms bet.
ter financial and operating methods.
having. primarily to DO with the technical
education OF the younger banker, but now
directing these efforts toward also playing
z e. part part, In improving public relations for
stressing the public. responsibilities and
the ethical aspects Of practical banking.
S; The publication Of Barking" the
lating among bankers, bank directors.
business executives, economists, law
firms. government departments, libraries,
colleges, public schools and other publica.
tions presenting articles regarding bank
Ing and banking viewpoints.
The Objective Sought
In commenting on the foregoing pro.
gram, Mr.. Hecht says that 1t 10 not "the
primary objective to attract attention
particularly to the American Bankers
Association as such. but rather to TO.
Gus attention on and give impetus to
those ideas which 1t believes are benes
fetal In promoting understanding and
solidarity among banking, business and
the public" He adds:
"Our program for the development
Of satisfactory public relations for
banking does not consist merely Of
newspaper publicity, II IL calculated
to produce a continuous and cumula.
tive effect by varied efforts which are
aimed to work day In and day out to
strengthen the real basis for good opin.
ion In regard to the banks.
ITO have favorable things said
about the banking business in the
newspapers and over the radio II, the
association recognizes. very helpful
toward creating a sound public opin-
ION regarding banking. But the asso-
citation believes that the most impor.
tant thing ultimately 10 to foster
throughout the banking profession
the doing sincerely Of those things
that reflect favorably the sound. help
full practices Of the business Of bank
ing, and that then the true news OF it's
constructive activities will constitute
the best answers to misrepresentation
aimad ~ hanka and bankerg."