The Importance of a PR Team for Tesla [Opinion]
In October 2020, Tesla made headlines when it disbanded its public relations team, a move that was unheard of in the automotive industry. Prior to this, Tesla’s PR department had been responsible for handling media inquiries and influencer outreach, building strong relationships with journalists.
This proactive approach helped shape the narrative surrounding Tesla, even amidst a barrage of negative press. From “Tesla Killer” headlines to exaggerated stories about Autopilot and EV fires, the PR team had successfully managed the company’s image.
Now, almost five years later, many are questioning whether it’s time for Tesla to reconsider bringing back a dedicated PR team.
As both a Tesla-focused journalist and a longtime follower and customer, I believe the answer is yes. Having a dedicated PR team is essential for effectively communicating with key stakeholders such as customers, investors, and partners.
The Limitations of Social Media
While Tesla primarily communicates through social media platforms, such as X and the personal accounts of its executives, this reactive strategy is not always effective. Responding to inaccurate news articles or social media posts in real-time can lead to misinformation lingering in the public domain for extended periods.
Relying solely on social media to combat false information lacks the credibility and permanence of official press releases or statements. Additionally, the sheer volume of social media posts, including Elon Musk’s frequent tweets, can bury important responses, making it difficult for the general public to discern the truth.
Expecting Tesla’s leadership to constantly monitor and correct media narratives is unrealistic and detracts from their primary focus of running the company. This reactive approach highlights the necessity of a dedicated PR team, a resource that most major companies already utilize.
Without a formal PR department, Tesla lacks the infrastructure to request corrections or retractions through established journalistic channels. This can result in inaccurate information persisting and shaping public perception, despite efforts to dispute it on social media.
Furthermore, engaging primarily with existing supporters through social media creates an echo chamber that excludes the broader public and traditional media, limiting the impact of rebuttals and clarifications.
Improving Customer Communication
Tesla’s reliance on social media for communication has its drawbacks, particularly in reaching a wider customer base with important updates and information. A dedicated PR team could facilitate a more coordinated and accessible flow of information, enhancing the overall customer experience.
Issues such as feature updates, policy changes, and safety notices often go unnoticed by a significant portion of Tesla’s customer base when communicated solely through social media platforms. This highlights the need for more direct and dependable channels of communication.
Additionally, the lack of a clear feedback loop for customers to provide input directly can lead to issues being overlooked or ignored. Tesla’s handling of customer feedback, such as the recent controversy over deactivated 12V sockets in certain models, could benefit from a more structured and transparent approach.
Evolution of Influencer Relationships
Tesla’s relationship with influencers has also evolved, with changes in the company’s approach to providing early access to Full Self-Driving features and limitations on referral programs. While Tesla still engages with influencers for major events and promotions, the level of support has shifted, impacting content creators and their ability to reach a wider audience.
Overall, the importance of a dedicated PR team for Tesla is clear. By reinstating this essential function, Tesla can improve communication with stakeholders, enhance the customer experience, and strengthen relationships with influencers.
It is evident that Tesla is missing out on a structured engagement strategy with content creators, which is a missed opportunity for a company known for not investing in traditional advertising.
Public-Facing Perspective
Lately, Tesla’s brand reputation has faced additional challenges, largely due to the blurred lines between the company and Elon Musk’s controversial political and social commentary, including his involvement with the current U.S. administration.
With no dedicated corporate communications team, Tesla lacks a clear voice to differentiate the company’s mission, values, and actions from Elon’s personal opinions. A proficient PR team could help in defining this boundary by creating strategic messages, issuing official statements reflecting corporate values, and managing the brand independently while allowing Elon to remain the public face of the company.
This gap is particularly noticeable during times of public criticism or protest. Tesla’s reactive responses on social media often lack the appropriate tone and reach, especially when dealing with complex issues. A formal PR function would enable Tesla to engage more thoughtfully, provide timely responses, and safeguard the brand’s increasingly fragile image.
Final Thoughts
It has been almost five years since Tesla disbanded its PR team and relied on direct communication from its executives through social media. While this approach is disruptive and aligns with Tesla’s image, its limitations are becoming more evident.
From struggles with correcting misinformation to ensuring effective communication with customers, utilizing Tesla’s influencer network, and managing a negative public perception, reinstating a professional PR function would not be a step backward.
It would establish consistent messaging, proactive reputation management, and allow Tesla’s leadership to focus on their core mission – revolutionizing the world with electric vehicles, rather than responding to social media posts.
In the current landscape, it is clear that Tesla should reconsider bringing back a PR team.