PR lessons from Musk
Elon Musk has dismissed professional corporate communications as “banal propaganda” and while he does transcend traditional PR handling, this ‘loose cannon’ way of sharing every twitch exposes stakeholders to gratuitous risks. Being a legend does not exempt him from the laws of PR gravity as the public bring Musk back to Earth. There are lessons chief executives can learn from this case about how best to communicate on social media. In my experience counselling and coaching CEOs, I have discovered that many of them want to be authentic and popular like Musk, but all want to avoid getting too personal or excessively emotional in their social media sharing (in a way that would needlessly distract the public from the business of their companies).