Tesla is trying to rent a brand new product communication supervisor, and the job description hints {that a} PR division may lastly be coming again.
In 2020, Tesla stopped answering press inquiries, and Electrek later reported that CEO Elon Musk dissolved Tesla’s complete press division.
On the time, we requested Musk what we must always do if we had questions for Tesla, and he informed us that any query ought to undergo him. Humorous sufficient, that was by way of Twitter DM and he blocked us (my private account and Electrek’s) shortly after.
In 2021, Musk commented on somebody asking Tesla to rent a PR division once more. He turned the thought down and steered that having a PR division quantities to “manipulating public opinion.”
For the final 4 years, Tesla hasn’t had a spokesperson nor anybody answering questions from the media. Musk has been the only official mouthpiece for Tesla for a very long time, although some extra Tesla executives and engineers have began speaking concerning the firm by way of Musk’s X lately.
However now a brand new job posting is giving us some hope that issues are altering on that entrance.
Tesla posted a brand new job itemizing for a “Car Communications Supervisor” on LinkedIn, and the job description factors to collaborating with “exterior media”:
Because the Car Communications Supervisor, you’ll be liable for managing all exterior knowledge communication referring to automobile applications and coordinating efforts with exterior media. This consists of intently collaborating with technical employees on automobile metrics, managing exterior automobile knowledge to attain consistency and accuracy, approving web site content material and enabling exterior media entry to evaluate product. Your work will embrace advising on new product goal setting and assessing program developments as an early customer-ambassador. You’ll work intently with a large spectrum of technical and enterprise groups along with Car Program Managers, Car Technical Leaders and firm executives to align on public going through knowledge and assist the world recognize the affect of Tesla merchandise.
To be truthful, Tesla has collaborated with a handful of exterior media, primarily Jay Leno, Marques Brownlee, and Motortrend, after disbanding its PR division, however even the previous member of the PR division that was accountable for these collaborating left earlier this 12 months.
The remainder of the job description consists of issues that Tesla is already doing, like producing advertising content material.
It’s additionally necessary to notice that Tesla has PR departments in Europe and Asia. It’s solely in North America the place it doesn’t function with one.
Electrek’s Take
I believe this was one in all Elon’s worst strikes. The truth that all Tesla comms undergo him and thru Twitter is nonsense. Most individuals will not be on Twitter.
They’re simply preaching to the quire there.
Additionally, “manipulating public opinion”? That exhibits extra the place Elon’s thoughts is than what a PR dept does. Clearly, if he gave them that directive, that’s what they’re going to do, however I did work with Tesla PR on a number of events, and so they had been dedicated to creating positive correct details about Tesla was being circulated.
A PR division is tremendous useful for an automaker. It helps get the automobiles within the arms of auto reporters for critiques and when the media studies a narrative about Tesla, the automaker can share its aspect of the story.
When Tesla had a PR division, I believe there was objectively extra correct reporting about Tesla. Elon determined in opposition to that.
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