Tesla is seeking 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 entire press division.
On the time, we requested Musk what we must always do if we had questions for Tesla, and he advised us that any query ought to undergo him. Humorous sufficient, that was via 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 concept down and urged 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 real official mouthpiece for Tesla for a very long time, although some extra Tesla executives and engineers have began speaking concerning the firm via 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 “Automobile Communications Supervisor” on LinkedIn, and the job description factors to collaborating with “exterior media”:
Because the Automobile Communications Supervisor, you’ll be accountable for managing all exterior information communication regarding car applications and coordinating efforts with exterior media. This contains carefully collaborating with technical workers on car metrics, managing exterior car information to realize 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 carefully with a large spectrum of technical and enterprise groups along with Automobile Program Managers, Automobile Technical Leaders and firm executives to align on public going through information and assist the world admire the influence 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 in control of these collaborating left earlier this 12 months.
The remainder of the job description consists of issues that Tesla is already doing, like producing advertising and marketing content material.
It’s additionally essential 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 every of Elon’s worst strikes. The truth that all Tesla comms undergo him and thru Twitter is nonsense. Most individuals aren’t 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’ll do, however I did work with Tesla PR on a number of events, they usually had been dedicated to creating certain correct details about Tesla was being circulated.
A PR division is tremendous useful for an automaker. It helps get the vehicles within the arms of auto reporters for critiques and when the media studies a narrative about Tesla, the automaker can share its facet of the story.
When Tesla had a PR division, I believe there was objectively extra correct reporting about Tesla. Elon determined towards that.
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