As cyberspace becomes a part of the everyday business world, PR professionals can vouch that it's a communications medium that should be used for all its worth.
That's the trend that companies nationwide seem to be following --put yourself on the Web and become an information resource for your customers.
So that's what Michigan's American Automobile Association --the third largest auto club in the country and the largest auto insurer and leisure travel agency in the state - did. Its Web site, at www.aaamich.com, is one of only four AAA Web endeavors despite the more than 1,000 AAA businesses nationwide. The online venture is chock full of help, and packed with 9,000 pages of information.
AAA is about as American as apple pie and Chevrolet. But many traditional, long-standing American companies have been cautious about entering the online world. But for Michigan's AAA, the wait had been long enough. This past spring the association ventured into cyberspace.
So far, it's a move that is earning the business some accolades. Recently, Michigan's AAA Access and News Wire service was recognized for its interactive PR campaign, in the electronic excellence category, by the 27-year -old PRSA Detroit Annual North Star Awards program.
About the site
AAA Michigans Web site, launched in March 1996 and netting an average of 200 hits per day, is setting trends. The site was designed as an interactive communications tool, but has turned out to be much more, including a place for online commerce.
In addition to features such as real-time traffic reports and tour and cruise specials, the site offers job opportunities, discounts on insurance quotes and links to AAA News Wire press releases.
At any time, a user who is a Michigan resident can join AAA Michigan by clicking on the "membership card" at the bottom of the home page.
Nancy Cain, PR manager of AAA Michigan, said the site sprouted not a minute too soon. "We are investing in real estate on the information superhighway and changing to meet customer and media needs. The site is a blend of much-needed information and has sparked new business and sold a few products like cellular phones and insurance quotes."
PRSA Detroit Recognizes Excellence
In the cyber category for the Detroit PRSA award, only one entry was submitted --an application from Cain. And although it appeared that because there were no other entries, AAA would have to be the winner, Kathleen Karas, a volunteer PRSA member and co-chair of the North Star Awards, disagreed.
"We strive for quality here...this is not a default, if you didn't meet the right criteria, you wouldn't get an award," said Karas. "They (AAA) scored very high in research, and they had excellent tactics to execte their program. There were good, useful graphics and they had 26,000 hits in the first five months."
Winners in each of the award program's nine categories were displayed at Detroit's annual PRSA North Star Awards luncheon on Nov. 17. (Detroit chapter of PRSA, 313/728-6066; AAA Michigan, 313/336-1514)