Does Tesla Have a PR Problem? Why It Could Benefit From Better Public Relations.

Barrons2021-05-03

“Tesla didn’t immediately respond to a request for comment.” Investors following Tesla (ticker: TSLA) and its CEO, Elon Musk, are used to reading that line in articles about the electric-vehicle ...

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Comments

JTLim
2021-05-03
JTLim
Elon is the the PR
- SandDust:
  Poorly written article [捂脸]
laserbeak
2021-05-03
laserbeak
Musk’s twitter = Tesla’s PR lol
- Zacong:
  Thats true lol
- Cfgramos:
  Lol

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Why It Could Benefit From Better Public Relations.\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-05-03 16:26 GMT+8&nbsp;&nbsp;&nbsp;<a href=https://www.barrons.com/articles/tesla-elon-musk-pr-51619974884?mod=RTA><strong>Barrons</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>“Tesla didn’t immediately respond to a request for comment.”\nInvestors following Tesla (ticker: TSLA) and its CEO, Elon Musk, are used to reading that line in articles about the electric-vehicle ...</p>\n\n<a href=\"https://www.barrons.com/articles/tesla-elon-musk-pr-51619974884?mod=RTA\">Source Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"TSLA","symbol_name":"特斯拉","start_time":0,"source_url":"https://www.barrons.com/articles/tesla-elon-musk-pr-51619974884?mod=RTA","article_id":"1164320832","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=1164320832","pubTimestamp":1620030405,"sourceInfo":{"source_id":"lsy1601382232898","name":"Barrons"},"weMediaInfo":null,"summary":"“Tesla didn’t immediately respond to a request for comment.”\nInvestors following Tesla (ticker: TSLA","collect":0,"end_time":0,"defaultTopTitle":"barrons.com","property":[],"viewcount":null,"language":"en","relate_stocks":{"TSLA":"特斯拉"},"translate_title":"特斯拉有公关问题吗？为什么它能从更好的公共关系中受益。","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"TSLA":0.9},"content_text":"“Tesla didn’t immediately respond to a request for comment.”\nInvestors following Tesla (ticker: TSLA) and its CEO, Elon Musk, are used to reading that line in articles about the electric-vehicle company. Tesla doesn’t have an active public relations department. It doesn’t respond to many reporters. The company didn’t respond to a request for a comment about this article, either. And Musk doesn’t appear to like the press.\nStill, it’s time for Tesla to upgrade its public relations operation. And not just to satisfy reporters. The company is aggressively rolling out new autonomous driving features and expanding capacity around the world as fast as it can. There is a lot going on.\nMusk’s disdain for PR seems to be rooted in mistrust. Consider the coverage of a fatal crash in Texas last month involving a Tesla vehicle that might have had the company’s driver assistance feature, dubbed Autopilot, engaged. Many auto makers offer similar features that help automatically regulate speed on highways depending on traffic and keep cars from drifting outside of lanes. After the accident, Musk lashed out at the media on Twitter (TWTR) and later during the company’s first quarter investor call.\n\n“There was an articlere garding a tragedy where there was a high-speed [accident] in Tesla,” Musk said during the event. “There was really just extremely deceptive media practices where it was claimed to be Autopilot where this is completely false. And those journalists should be ashamed of themselves.”\nArticles about the incident referenced comments from local authorities, who said it looked as if there was no one in the driver’s seat of the crashed vehicle. That raised the possibility that vehicle operators misused the system. Driver assist features, such as Tesla’s Autopilot and those from other auto makers,aren’t supposed to function if no one is behind the wheel. There are various sensors and fail safes in place to prevent that. Still, features can be tricked. That might not be the responsibility of auto makers, but accidents involving self-driving technologyare new—and make headlines. More advanced self-driving features are novel and have yet to be widely adopted.\nTesla itself believes it is on the cusp of major advancements: The company is about to roll out a new version of its full self-driving, or FSD, software. FSD is a $10,000 upgrade to Autopilot: In some circumstances, the FSD software that is currently available to customers can drive Tesla vehicles around cities. Tesla has tested several new versions of its FSD software this year, and Musk believes the company will deliver true self-driving vehicles soon—possibly by the end of 2021—although he acknowledges this is one of the toughest challenges the business has undertaken.\n\nFSD is huge for Tesla, and being first in true full self-driving technology could create a lot of value for the stock—which closed up 4.8% Friday at $709.44 per share. Morgan Stanley analyst Adam Jonas projects Tesla’s software and mobility business could be worth more than $300 billion. FSD’s newness and importance to Tesla are two more reasons Musk should consider upgrading the PR function.\nAnother reason is more basic: Tesla has become a huge organization. “He can’t be everywhere for everybody all the time …it can’t just be a one man dog and pony,” Susan Donahue, the co-founder and managing partner of the PR firm Skyya Communications, tells Barron’s. Donahue has been in the PR business for more than 25 years and has recently been helping companies in the electric and automotive mobility space such as Arcimoto (FUV) and GreenPower Motor (GP).\n\nTesla had almost 71,000 employees at the end of 2020, with significant operations on three continents. “Most companies [Tesla’s size] have situation teams,” adds Donahue. “It isn’t about spin,it’s just getting out the most accurate information to the market in a timely fashion. [PR is] a good thing to have especially when you’re Tesla.”\nMusk isn’t sold. He recently tweeted that Tesla should focus on the product, and that he trusts people will arrive at the right conclusions.\n\nAt this point, Musk’s Twitter essentially serves as Tesla’s PR. “What Elon has right now is working for him,” adds Donahue, but she doubts it’s a long-term solution. “He’s a visionary. Plan for the future …he needs a team he can trust.”\nUp until now, Tesla stock hasn’t been hurt by a lack of PR. Shares are up more than 405% over the past year, crushing comparable returns of the S&P 500 and the Dow Jones Industrial Average.Tesla is now the world’s most valuable auto company by a factor of roughly three.","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":108255093,"gmtCreate":1620033533112,"gmtModify":1704337643316,"author":{"id":"3574457923416240","authorId":"3574457923416240","name":"JTLim","avatar":"https://static.tigerbbs.com/d4cd2e21996d37297b06b32df8d66b04","vip":1,"crmLevel":4,"crmLevelSwitch":1,"idStr":"3574457923416240","authorIdStr":"3574457923416240"},"htmlText":"Elon is the the PR","listText":"Elon is the the PR","text":"Elon is the the PR","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://ttm.financial/post/108255093","repostId":1164320832,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":4208308,"gmtCreate":1620036546630,"gmtModify":1680786758076,"authorId":3581331938298103,"author":{"id":3581331938298103,"idStr":"3581331938298103","authorId":3581331938298103,"name":"SandDust","avatar":"https://static.tigerbbs.com/ea6083d742fc232449a625fb122842c8","vip":1,"currentWearingBadge":{"badgeId":"1026c425416b44e0aac28c11a0848493-2","templateUuid":"1026c425416b44e0aac28c11a0848493","name":"Senior Tiger","description":"Join the tiger community for 1000 days","bigImgUrl":"https://static.tigerbbs.com/0063fb68ea29c9ae6858c58630e182d5","smallImgUrl":"https://static.tigerbbs.com/96c699a93be4214d4b49aea6a5a5d1a4","grayImgUrl":"https://static.tigerbbs.com/35b0e542a9ff77046ed69ef602bc105d","redirectLinkEnabled":0,"hasAllocated":1,"isWearing":1,"stampPosition":0,"hasStamp":0,"allocationCount":1,"allocatedDate":"2024.01.09","individualDisplayEnabled":0,"individualDisplaySort":0,"categoryType":1001},"crmLevel":6,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":108255093,"type":1,"supId":0,"prevId":0,"content":"Poorly written article  [捂脸]","text":"Poorly written article  [捂脸]","html":"Poorly written article  [捂脸]"}],"langContent":"EN"},{"id":108282718,"gmtCreate":1620030916934,"gmtModify":1704337602546,"author":{"id":"3581421195092986","authorId":"3581421195092986","name":"laserbeak","avatar":"https://static.tigerbbs.com/2054e117c29f44e9663158da46cd77e7","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3581421195092986","authorIdStr":"3581421195092986"},"htmlText":"Musk’s twitter = Tesla’s PR lol","listText":"Musk’s twitter = Tesla’s PR lol","text":"Musk’s twitter = Tesla’s PR lol","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":4,"commentSize":2,"repostSize":0,"link":"https://ttm.financial/post/108282718","repostId":1164320832,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":4207980,"gmtCreate":1620032720005,"gmtModify":1680786764248,"authorId":3578492611847076,"author":{"id":3578492611847076,"idStr":"3578492611847076","authorId":3578492611847076,"name":"Zacong","avatar":"https://static.tigerbbs.com/643d27a4633ec2fc8fd4a6cde44bd495","vip":1,"crmLevel":2,"crmLevelSwitch":1,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":108282718,"type":1,"supId":0,"prevId":0,"content":"Thats true lol","text":"Thats true lol","html":"Thats true lol"},{"id":4207774,"gmtCreate":1620031030535,"gmtModify":1680786753743,"authorId":3577318628836449,"author":{"id":3577318628836449,"idStr":"3577318628836449","authorId":3577318628836449,"name":"Cfgramos","avatar":"https://static.tigerbbs.com/8e4f5dee285970cb0d50c61a4302a33f","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":108282718,"type":1,"supId":0,"prevId":0,"content":"Lol","text":"Lol","html":"Lol"}],"langContent":"EN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":19,"commentSize":2,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"deviceId":"web-server-community-laohu8-v3","version":"4.29.1","shortVersion":"4.29.1","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/1164320832"}