Public Relations.

To an important degree the local agent, individually, is responsible for the establishment and maintenance of that cordial public goodwill which is so necessary for the successful and profitable operation of the railroad property.

This is the ideal situation at all points and particularly at competitive points. The railroad is like other industries. It produces something for sale—transportation. However, there is this difference, the price at which its product is sold, generally speaking, is the same as that of its competitors. So the question is asked—what is the inducement to purchase railroad transportation? The answer is that it gives full value in quality service—in supply of equipment, careful handling, dependable transit performance, terminal facilities, satisfactory deliveries, courtesy, fair treatment and safety.

The station agent, as the representative of the Traffic Department and the first point of contact with the buying public, is in a position of great responsibility, and it follows that he is an extremely important factor in selling transportation service.

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Transportation salesmanship requires closer and more constant attention to-day than ever before. The dependable service being furnished by the railroad means that merchants instead of stocking up once, twice or four times a year, are now purchasing only as needed, with the result that orders are being placed more often and for smaller quantities. This means that more frequent contacts must be maintained with customers, and that the local agent, in his capacity as Traffic Department representative, should be more diligent than ever in the solicitation of freight and passengers.

The station agent is entrusted with the business of the railroad in his community, and its business is his business. He is the representative of all departments of the railroad, but of paramount importance to the railroad is his effectiveness in securing business. The railroad first has to have the business before it can haul it, so the agency job of greatest importance is the solicitation of business.