Pinnacle West Goes Online With Interactive Yearly Report

By Ed Taylor, The Tribune, Mesa, Ariz.

Apr. 23–In an attempt to burnish its image as a cutting-edge company, Pinnacle West Capital Corp. has developed an online, interactive version of its 2008 annual report.

Pinnacle West, the Phoenix-based parent company of Arizona Public Service, presents the traditional written information found in annual reports at www.whywebuildit.com. But it also includes such features as videos about “The Utility of the Future,” which explain how the company’s services will work in 2015.

Also on the site are video statements by the company’s two top executives, Pinnacle West Chairman William Post and APS President Don Brandt, and features about renewable energy, tips on saving energy and a section to post comments.

The theme of many of the features is the need for APS to build more electricity infrastructure to keep pace with growth.

One of the purposes is to communicate with customers, employees and shareholders, said Paul Reynolds, director of communications, who led the Web site development.

“We want to communicate more effectively and efficiently, and to do that we wanted to … be at the top of corporate American in really using the (Internet) technology,” he said.

In past years Pinnacle West Capital Corp. has put the printed version of its annual report online, but this is the first year that the company has added extensive videos and interactive features to its site.

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Copyright (c) 2008, The Tribune, Mesa, Ariz.

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