Tesla’s lack of a traditional public relations approach is again in the spotlight after Elon Musk’s absence from Time Magazine’s list of the 100 most influential people in AI. Gary Black, managing partner of the Future Fund, believes that Tesla’s silence on media matters is contributing to negative press coverage. He uses a simple analogy: “It would be like my kid coming home from school upset because he didn’t make the baseball team, but it turns out he never even tried out for it.”
Black argues that rather than blaming the media, Tesla should proactively manage its public image. He emphasizes that media coverage isn’t an “exogenous force” that Tesla has no control over. Instead, Tesla should actively craft and deliver its message to the media. He believes that Tesla’s current strategy of relying heavily on social media and Elon Musk’s pronouncements is not sufficient.
The issue stems from Tesla’s distinct lack of traditional PR practices. The company has reportedly not had a dedicated public relations department since October 2020. While many companies actively engage with the media, Tesla largely avoids responding to queries. This lack of communication has led to criticism from some observers who believe that Tesla is neglecting its public image and allowing negative narratives to persist.
The debate highlights a crucial point in corporate communication – managing public perception requires active engagement. While Elon Musk’s presence on social media platforms like X (formerly Twitter) is significant, it’s not a substitute for a comprehensive public relations strategy. Tesla’s success in the long run might depend on how effectively it navigates this communication challenge.
