The article discusses Tesla's evolving communication strategy, particularly under CEO Elon Musk, who has historically had a tumultuous relationship with the media. With the dissolution of Tesla's PR team, Musk has embraced direct communication through social media and now relies heavily on influencers to shape the narrative around the company's developments, such as the Robotaxi service. This strategy allows Tesla to engage a more favorable audience while sidelining critical media voices, reflecting Musk's disdain for unfavorable coverage.
Sometimes, we'd have a great and open relationship with those folks, who worked very hard under a notoriously demanding boss. But on other occasions, our interactions could be explosive.
While Musk may call himself a 'free speech absolutist,' he struggles with criticism and tough questions when directed his way.
As Tesla leans on influencers instead of media, it's about trying to cultivate a positive narrative while sidelining critical voices.
The Robotaxi service is invite-only and predominantly available to influencers, intentionally excluding journalists and critics.
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