Advocacy Suggestions for Route Support Groups

On September 15, 2007, the Texas Eagle Marketing & Performance Organization (TEMPO) celebrated 10 years of rail advocacy work along the route of the Texas Eagle. Because of frequent questions from route support groups that are in different stages of development along other routes, TEMPO members have prepared an informal list of ideas which our group has found to be useful.

We make no presumption that these ideas will work for any other group, only that they have been helpful to TEMPO during our efforts to promote the Texas Eagle. The ideas are offered, not to dictate strategy, but to give leaders of other groups a reference source detailing some lessons learned during our first ten years. Other groups might wish to consider those ideas which they deem appropriate for their own area and route.

In return, if your group develops new or different strategies, please share those ideas with TEMPO so that we may all become more effective in our rail passenger advocacy efforts.

- The "TEMPO" Strategy -

Recruit members from as many communities along the route as possible. Multiple members from each community are even better.

Focus on the train, YOUR train, and don’t be distracted by peripheral issues. Recognize that your train is in a crisis situation, whether you think so or not.

Identify and capitalize on the idea of how the train benefits each community

Tourism - a conduit to funnel tourism dollars into the community
Positive Image - only 500+ cities have Amtrak Service; cities which enjoy this asset are in an elite group
Trains are an important transportation alternative for rural America due to loss of alternatives to the automobile (bus and feeder airline service is declining or prohibitively expensive)
An aging population base needs transportation alternatives
Economic development - redevelopment of train stations can stimulate redevelopment of surrounding area

Stress that rail passenger service is a bipartisan issue, not a divisive issue based on party lines.

It is critical to contact local officials (mayors, city council, chamber of commerce, convention and visitor bureau directors). Make them aware of the train, help them understand how the train benefits THEIR community, and then enlist their support.

The process of advocacy for a route must be a win-win relationship both for the group and for Amtrak. Build a relationship with Amtrak management that demonstrates a good working knowledge of the route, a professional and diplomatic approach to rail advocacy work, and a demeanor which inspires confidence.

Public criticism of Amtrak should be a last resort; a private discussion of differences with Amtrak managers is usually more productive than harsh public rhetoric.

Build a relationship with Amtrak employees along the route. Develop trust and an understanding of each other’s position to encourage an exchange of information.

Don’t underestimate the power of local political officials in lobbying Congress. These officials can be the most effective method of delivering your message to Washington.

Develop friendly contacts with the media. Work to answer their questions, be available when they call, and become a resource that they will call upon when they are working on stories related to rail.

Make sure that all members of the group are team players. The singular focus and goal is to preserve, improve and expand the route. Much progress can be made when no one worries about who gets credit - the reward is in the results. There is no place for an ego trip.

Do not take offense at "no" answers from politicians. Consider this as an opportunity to provide them with more information. Respect their position, but offer to provide additional information to clarify (and strengthen) your position. Never take any action which would polarize officials against your position.

Do not refer to your route as a "long-distance" train. This term carries much negative baggage, and many people exhibit a subconscious bias against this type of service. Trains should be referred to as "National Network" trains and stressed as being part of a series of interconnected corridors.

There is a significant cost involved in being an active rail passenger advocate, both in terms of time and in terms of dollars.

The formation of any group is a growing process, with relationships developing over time as the group matures.

Internal communication between group members is critical.

Expect to maintain a degree of confidentiality with Amtrak, and insist that all group members adhere to this expectation. In order to be a more informed advocate, it is advantageous to receive information from Amtrak that may be of a proprietary nature, and the extent of receiving this information is heavily dependent upon the group’s ability to maintain strict confidentiality. Most group activities and meeting discussions are thus NOT published on the Internet of otherwise publicized outside the group.

When you present your argument to others, personal hygiene, language and professionalism are critical to making a good first impression. Integrity, character and ethics will cause others to respect your position, whether or not they are in agreement.

Your train is part of a system. It is not an isolated segment. No national network train can survive by operating in a vacuum (without outside connections) or by operating only within a single state. ALL trains are "national network" trains, regardless of the distance involved between their endpoint terminals.

Establish a professional appearing web page which can be used as a resource for news media and elected officials. In this day of the Internet, a web presence is viewed as a basic (and expected) tool of communication. Print business cards with the web address to distribute to those whose support is being solicited.

Keep the train name as a unique personality. The name is a highly marketable and an easy to remember identity for your route - use the name whenever appropriate with news media or elected officials. Names such as Texas Eagle, Sunset Limited, California Zephyr or Empire Builder confer a mental image which more basic identification (train 21, train 6, etc.) fails to convey.

Develop a good working relationship with the host railroad. Recognize the reality of their situation, with regard to congestion or other issues which could and probably will adversely affect passenger service. In order to understand the obstacles that the host railroad faces in providing good, competitive freight service, solicit their involvement with your group.

It is important to encourage a sense of pride in membership and a sense of achievement among all members of the group. Help group members to understand that their efforts are having an impact. Rail advocacy work is a long-term, often frustrating process, measured in terms of small, incremental improvements toward a goal. Encouraging group unity and a sense of identity through special shirts or logos can help to create a sense of organizational self-worth which can sustain the group over time.

When contacting elected officials, Amtrak officials, or others, keep a record of all correspondence and contact information, and make reference to these prior contacts in subsequent exchanges with these officials.

Try to hold meetings along the route 3 or 4 times a year, to allow members to network with each other, and with other invited guests. One of the most positive results from the formation of route advocacy groups is the opportunity to meet and develop productive working relationships with others, both in Amtrak and in the political arena.

Set attainable, realistic goals. All problems and all needed service improvements are not going to be secured in a short time period. Manage the group’s expectations so that it is understood that small, positive steps will add up in moving toward the ultimate goal.

An observer once described TEMPO advocacy efforts as "minimal pressure, relentlessly applied."