Tesla Is Looking For Help With Its Public Image, Seeking A New Public Relations Representative
Amid all the other crazy things going on in the world in 2020, Tesla ditched its entire in-house public relations department with no immediate plans for replacement, relying instead on the bombastic Elon Musk to disseminate information via social media. In fact, when the much-anticipated Cybertruck made its production debut last year, Tesla hosted the event via X (formerly Twitter), Musk’s recently acquired platform. The tide, however, may be changing, as the company website has a job listing for a Vehicle Communications Manager based out of its Fremont office.
Tesla
Tesla, Inc. is an American electric vehicle manufacturer largely attributed to driving the EV revolution. Through the Model S and subsequent products, Tesla has innovated and challenged industry conventions on numerous fronts, including over-the-air updates, self-driving technology, and automotive construction methods. Tesla is considered the world’s most valuable car brand as of 2023, and the Model Y the world’s best-selling car in the same year, but the brand’s greatest achievement is arguably the Supercharger network of EV charging stations.
- Founded
- July 1, 2003
- Founder
- Martin Eberhard, Marc Tarpenning
- Headquarters
- Austin, Texas, USA
- Owned By
- Publicly Traded
- Current CEO
- Elon Musk
The EV manufacturer is very well known among members of the media for being somewhat difficult to work with. As we reported back in 2020, even when the PR department was intact, finding contact information was a challenge, and questions about Tesla’s cars often went unanswered. Following the dissolution of the communications team, acquiring press information or testing Tesla vehicles was all but impossible without resorting to Turo or borrowing the keys to a friend’s Model 3.
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However, as The Autopian reports, the company’s latest job listing specifically calls out “coordinating efforts with external media” and “[helping] the world appreciate the impact of Tesla products.” Such a role would certainly echo the responsibilities of other communication professionals that you might find at Ford, Toyota or any other mainstream automaker. But why is Tesla only getting back into the media relations game now, more than a year after one of the most notable vehicle launches in its history? Unfortunately, there isn’t a PR department to answer that question yet, but it could have something to do with Musk’s growing political responsibilities that may distract him a bit from his EV car company.
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It’s also possible that the newly minted PR staff will be on hand to usher Tesla through its upcoming vehicle launches. The long-awaited (and long-delayed) Roadster, for example, would be a ripe product for a comms team to bite into, getting media involved early on for pre-production test drives and debut events. The Roadster, which promises a top speed of 250 mph, a sub-2-second sprint to 60 mph, and 620 miles of EV range, would certainly make a splash if given a grand ol’ debut.
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Other early responsibilities for the incoming PR pro might also include liaising with government officials about Tesla’s autonomous driving plans. As a car without a steering wheel or pedals, the Cybercab (formerly known as Robotaxi) is the most extreme example, since cars that run without any driver intervention are currently only legal under very specific circumstances and only in the states of Nevada and California. Even Tesla’s recent Full Self-Driving Version 13 update, which includes almost complete hands-off operation from origin to destination, might require a little administrative grease as it becomes more advanced.
Source:
The Autopian
