What Does AAA Public Relations Specialize In?
AAA Public Relations specializes in managing media communications across four core areas: gas prices and fuel market analysis, travel forecasting and tourism trends, traffic safety research and advocacy, and automotive technology testing. The team serves as the primary media liaison for the American Automobile Association, fielding thousands of media inquiries annually from national and local news outlets about consumer-facing transportation issues.
The PR team operates as subject matter experts who translate complex automotive and travel data into accessible public information. They coordinate with AAA’s research divisions, including the AAA Foundation for Traffic Safety and the Automotive Research Center, to release findings on topics ranging from driver behavior studies to vehicle technology assessments. Their work includes issuing regular fuel price reports that track pricing trends across 130,000 gas stations nationwide, publishing holiday travel forecasts that predict domestic travel volumes for major holidays, and disseminating traffic safety research that influences public policy and consumer behavior.
Fuel Price Analysis and Energy Market Commentary
The AAA Public Relations team provides weekly analysis of national fuel prices, serving as a go-to source for media outlets covering energy markets and consumer costs. The team tracks data from 130,000 gas stations across the United States to calculate average pump prices at national, state, and metro levels.
Their fuel price communications include several key elements. First, they contextualize current prices against historical trends, often comparing present costs to previous years to help consumers understand whether they’re experiencing relative savings or increases. For example, their July 2025 reports noted that summer gas prices matched lows from four years prior, providing consumers with meaningful perspective on their fuel expenses.
The PR team also explains the underlying factors driving price changes. Their reports regularly discuss crude oil supply dynamics, OPEC+ production decisions, seasonal transitions between summer and winter-blend gasoline, refinery maintenance schedules, and geopolitical events affecting oil markets. This educational approach helps journalists and consumers understand that pump prices reflect a complex interplay of global factors rather than arbitrary changes.
Media spokesperson Aixa Diaz manages most fuel-related inquiries, translating technical market data into clear explanations for broadcast, print, and digital media. The team maintains relationships with energy reporters at major outlets, providing rapid response to breaking news about price spikes or drops.
Beyond regular weekly reports, the PR team coordinates special briefings during significant market events. When pipeline shutdowns affect regional prices, when hurricane seasons threaten Gulf Coast refineries, or when geopolitical tensions impact global supply, AAA Public Relations quickly assembles expert commentary to inform public understanding.
The team has also expanded coverage to include electric vehicle charging costs, publishing daily average rates per kilowatt hour at public charging stations nationally and by state. This reflects the organization’s adaptation to evolving transportation trends while maintaining its core focus on consumer cost transparency.
Holiday Travel Forecasting and Tourism Trends
Holiday travel forecasting represents one of AAA Public Relations’ highest-profile specializations. The team releases major travel predictions for Memorial Day, Independence Day, Thanksgiving, and the year-end holiday period, garnering extensive media coverage from local TV stations to national outlets.
These forecasts are developed in partnership with S&P Global Market Intelligence using proprietary methodology that analyzes macroeconomic drivers including employment rates, household net worth, asset prices, interest rates, and variables related to travel and tourism like gasoline prices and airline costs. Historical data from MMGY’s Travel Performance Monitor provides the baseline for year-over-year comparisons.
The Independence Day 2025 forecast projected 72.2 million travelers, marking an increase of 1.7 million over 2024 and 7 million above 2019 levels. The year-end 2024 holiday forecast predicted 119.3 million travelers, setting a new record. These predictions carry substantial weight in the travel industry, informing business planning for airlines, hotels, rental car companies, and tourism destinations.
The PR team’s travel communications extend beyond raw numbers. They provide analysis of trending destinations based on AAA booking data, identify peak travel times to help consumers avoid congestion, and offer context about what’s driving travel demand. For instance, their reports frequently note how hybrid work arrangements enable extended travel periods, or how economic conditions affect consumer willingness to invest in trips.
Travel spokespersons like Debbie Haas and Stacey Barber serve as media experts, appearing on morning shows and in news segments to discuss travel trends. They translate forecast data into practical advice, helping travelers understand when to book, what to expect at airports and on highways, and how to prepare vehicles for road trips.
The team also coordinates with AAA’s roadside assistance division to provide context about common travel mishaps. Their Independence Day 2024 communications noted that AAA responded to nearly 700,000 roadside assistance calls during that holiday week for issues like dead batteries, flat tires, and empty gas tanks—information that reinforces the practical value of trip preparation.
Traffic Safety Research and Public Education
Traffic safety represents perhaps the most mission-critical area for AAA Public Relations. The team works closely with the AAA Foundation for Traffic Safety, which has conducted over 200 research projects since its founding in 1947, to communicate findings that can prevent injuries and save lives.
The Foundation focuses on four research priorities: driver behavior and performance, emerging technologies, roadway systems and drivers, and vulnerable road users. AAA Public Relations translates these technical studies into accessible public information and policy recommendations.
Recent traffic safety communications have covered distracted driving patterns, road rage statistics, drowsy driving risks, and the effectiveness of usage-based insurance programs in improving driver behavior. A 2025 study on smartphone apps and driver safety found that feedback and incentives typical of usage-based insurance programs can significantly reduce risky behaviors like speeding, hard braking, and handheld phone use.
Jake Nelson, director of traffic safety advocacy, frequently serves as a media expert on driver behavior issues. His epidemiological background enables him to frame traffic injuries and deaths as a public health crisis, bringing scientific rigor to AAA’s policy advocacy. Nelson has appeared on NBC’s Today Show, ABC’s World News Tonight, and in major print outlets explaining research findings and their implications.
The PR team also promotes AAA’s traffic safety programs, including the School Safety Patrol program that began in 1920 and continues to serve communities nationwide. They coordinate communications about driver education resources, teen driver safety initiatives, and older driver programs designed to help aging Americans maintain safe mobility.
When high-profile crashes occur or new crash statistics are released, AAA Public Relations provides expert context. Rather than simply reporting numbers, their spokespersons explain contributing factors, discuss potential countermeasures, and connect data to broader safety trends. This approach positions AAA as a trusted authority rather than just another voice commenting on tragedies.
The Foundation’s annual Traffic Safety Culture Index surveys national attitudes and behaviors regarding highway safety, and the PR team uses this data to highlight gaps between what people say they value and how they actually behave. For example, research showing that almost all drivers experience road rage but few admit to their own aggressive behavior helps frame public education campaigns.
Automotive Technology Testing and Consumer Guidance
AAA Public Relations communicates findings from extensive automotive technology testing conducted by AAA’s Automotive Engineering department and the Automobile Club of Southern California’s Automotive Research Center. This testing evaluates emerging vehicle technologies to help consumers understand benefits and limitations.
The team has released research on automatic emergency braking systems, active driving assistance features, driver monitoring technologies, blind spot monitoring, lane departure warnings, and various advanced driver assistance systems (ADAS). These studies involve real-world testing on public highways and controlled track environments.
Greg Brannon, director of automotive engineering research, serves as the primary expert for automotive technology inquiries. His technical background combined with communication skills enables him to explain complex vehicle systems in terms average consumers can grasp.
A November 2024 study found that model year 2024 vehicles with automatic emergency braking avoided 100% of forward collisions at speeds up to 35 mph, compared to only 51% for 2017-2018 model vehicles. The PR team framed this finding as both celebrating automaker progress and acknowledging continued limitations at higher speeds, providing balanced perspective rather than unconditional endorsement.
The team has been particularly active in educating consumers about partially automated driving systems. Testing revealed that systems with confusing names like “Autopilot” lead 40% of Americans to overestimate their capabilities, believing the vehicles can drive themselves. AAA Public Relations has called for standardized naming conventions that clearly communicate what technologies actually do versus creating unrealistic expectations.
Research on active driving assistance systems in 2025 found that notable events requiring researcher intervention occurred every 9 minutes on average during highway driving, with the most common issues being inadequate responses to cut-ins and poor lane centering. Rather than dismissing the technology, the PR messaging emphasized that these systems assist but don’t replace attentive driving.
The team also releases consumer guidance related to automotive costs. The annual “Your Driving Costs” study examines expenses associated with vehicle ownership including fuel, maintenance, insurance, and depreciation. These reports help consumers budget for transportation and understand total ownership costs beyond purchase price.
When new vehicle safety regulations are proposed or implemented, such as NHTSA’s requirement that automakers include automatic emergency braking in vehicles by 2029, AAA Public Relations provides expert commentary on the implications for consumer safety and industry compliance.
Media Relations Operations and Spokesperson Network
AAA Public Relations operates through a distributed network of national and regional spokespersons who handle media inquiries across the organization’s 32 member clubs. The national media team, based in Washington, DC, coordinates messaging and provides subject matter experts for issues with nationwide implications.
The team includes specialists in different areas. Aixa Diaz, who joined AAA in 2022 after a 20-year broadcast journalism career, manages media relations and serves as the primary national spokesperson for fuel prices and general AAA matters. Kellan Howell, who joined in 2025, focuses on traffic safety advocacy and brings extensive experience covering national policy issues. Brittany Moye handles various public relations functions including content creation.
Regional spokespersons maintain relationships with local media markets, providing state-specific data and regional perspectives on national trends. This distributed approach ensures that when a TV station in Texas needs comment on local gas prices or a newspaper in Connecticut wants perspective on holiday travel from their area, AAA can provide relevant, localized expertise.
The PR team maintains an online newsroom at newsroom.aaa.com that serves as a centralized resource for journalists. The site provides press releases, research reports, infographics, video b-roll, and contact information for relevant experts. This self-service approach enables media professionals to quickly access information and determine the appropriate AAA spokesperson for their story.
Response time is a priority. When breaking news occurs—a major accident, a significant price spike, or a travel disruption—the PR team mobilizes quickly to provide expert commentary. Their experience working with media deadlines, particularly in broadcast news, enables them to deliver clear soundbites and informed analysis under tight timeframes.
The team coordinates closely with AAA’s government relations and advocacy groups to ensure public messaging aligns with policy objectives. When AAA advocates for specific legislation, such as stronger distracted driving laws or improved road infrastructure funding, the PR team amplifies those positions through strategic media engagement.
Strategic Communications and Crisis Response
Beyond proactive media outreach, AAA Public Relations manages the organization’s reputation during challenging situations and responds to emerging issues affecting members or the broader transportation landscape.
The team monitors social media for member concerns and trending topics, though their primary focus remains traditional media relations and expert commentary rather than social media engagement. When members voice issues on social platforms, the PR team may coordinate with customer service to address concerns before they escalate into broader reputation issues.
During crisis situations—whether natural disasters affecting travel, major safety recalls, or other events impacting AAA members—the PR team coordinates response communications. They balance providing helpful information to members and the public with maintaining AAA’s credible, fact-based communication approach.
The team also manages communications around AAA’s research that might challenge industry practices or government policies. When studies reveal vehicle technology shortcomings or driver behavior concerns, the PR team frames findings constructively, focusing on opportunities for improvement rather than assigning blame. This approach maintains AAA’s relationships with automakers and government agencies while advancing safety objectives.
Media training for AAA executives and subject matter experts falls within the PR team’s responsibilities. They prepare spokespeople for interviews, provide guidance on messaging, and ensure consistency in how AAA positions are communicated across different contexts and media formats.
Frequently Asked Questions
What types of media does AAA Public Relations work with most frequently?
The team works extensively with broadcast media, particularly local TV news stations for morning and evening segments on gas prices and travel trends. They also engage regularly with newspaper reporters, digital news outlets, and occasionally radio programs. Major national outlets like USA Today, The New York Times, Good Morning America, and CBS This Morning have featured AAA research and spokespeople.
How does AAA Public Relations differ from corporate PR at other organizations?
AAA’s PR function focuses heavily on consumer education and public safety advocacy rather than promoting products or services. As a not-for-profit organization, their communications emphasize member value and public interest topics like safety research and travel information rather than sales messaging.
Who can contact AAA Public Relations for media inquiries?
Journalists can reach the national PR team at PRHotline@national.aaa.com for national stories or find regional contacts through the AAA Newsroom website organized by state. The team distinguishes between media inquiries and member service requests, directing the latter to appropriate customer service channels.
How often does AAA Public Relations release new information?
The team issues weekly fuel price reports, major travel forecasts before each holiday period, and traffic safety research findings as studies are completed throughout the year. Automotive technology testing results are typically released several times annually as different systems are evaluated.
The scope of AAA Public Relations reflects the organization’s evolution from a simple roadside assistance provider to a comprehensive authority on mobility issues. Their specializations—fuel pricing, travel forecasting, traffic safety, and automotive technology—address the practical concerns of millions of American drivers while contributing to broader public discourse about transportation policy and consumer protection.
What makes their approach distinctive is the combination of rigorous research and accessible communication. Rather than simply repeating industry claims or government statistics, AAA invests in independent testing and analysis, then translates findings into language that serves both media professionals and the general public. This positions them as a trusted third party rather than an advocate for specific commercial interests.
The distributed network of spokespersons enables AAA to maintain both national visibility and local relevance, a balance that many organizations struggle to achieve. When national media needs authoritative comment on transportation trends, AAA provides it. When local stations need regional context for the same story, AAA delivers that too.
Their traffic safety work carries particular weight because it combines research credibility with genuine concern for preventing injuries and deaths. The AAA Foundation for Traffic Safety’s studies inform not just public understanding but actual policy changes and industry practices. The PR team’s ability to communicate these findings effectively amplifies their impact beyond academic circles into real-world applications.
As transportation continues evolving—with electric vehicles, automated driving systems, and changing travel patterns—AAA Public Relations adapts their communications to address emerging questions while maintaining focus on their core mission: helping people navigate the roads of life safely, affordably, and confidently.