FYI: Tesla might be quietly revamping its media relations strategy, years after dismantling its public relations team.
Tesla’s Media Comeback: A New Era Begins
In an unexpected move, Tesla seems to be rekindling its formal communications efforts with a new job posting for a Vehicle Communications Manager, now visible on its official website. This comes roughly four years after making waves for dissolving its public relations and media team, marking a potential strategic shift for the automotive giant.
Job Focus and Responsibilities
The Vehicle Communications Manager role is based at Tesla’s Fremont, California factory, a hub of production and innovation. The successful candidate will spearhead the coordination of media-facing initiatives aligned with Tesla’s automotive products. As outlined in Tesla’s job description, this position entails management of external vehicle data communications, syncing efforts with the media, and crafting consistent and accurate messaging. Duties also include content approval for the website and facilitating media access to Tesla’s product lines.
This role plays a strategic part in advising on new product targets and evaluating program developments from a unique ambassadorial perspective. The manager will collaborate extensively with various technical and business teams, aligning with Vehicle Program Managers and company leaders to effectively communicate the impact of Tesla’s innovations on a global scale.
The Return of PR Practices at Tesla
Previously, Tesla had ditched the conventional PR model, choosing instead to channel communication through social media. This decision was largely attributed to Elon Musk’s vision of embracing citizen journalism and focusing primarily on product excellence. Musk has actively promoted the notion of direct engagement with the public via platforms like X (formerly Twitter), which he has included as part of his communication strategy since acquiring the platform.
The potential revival of a structured press team could signify Tesla’s response to investor, media, and fan calls for improved media relations. However, whether this shift will result in a larger media department or maintain a lean structure remains unclear.
Strategic Marketing and Future Directions
In previous discussions, Musk emphasized Tesla’s minimalistic approach to traditional advertising, focusing resources on product development instead. Even during challenging periods marked by layoffs, the company had indicated a slight re-engagement with advertising efforts. This recent hiring push could reflect Tesla’s evolving approach toward media engagement as it gears up for new growth stages.
The latest job listing might also signal a change in tactics, ensuring greater control and clarity in the external portrayal of Tesla’s advancements and accomplishments.
Conclusion
As Tesla navigates new territory with this possible rekindling of its press team, it raises broader questions about the role of strategic communication in an era dominated by digital direct-engagement. This move could not only enhance Tesla’s media relationship but also set a precedent for how modern companies can balance traditional media and social channels for comprehensive narrative control.
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Written by William Kouch, Editor of Automotive.fyi.
