PR Isn't Rocket Science -- But Elon Musk Wants You to Think It IsReading between the lines of Musk's public disdain for public relations and manufactured press.

Love him or loathe him, there's no doubt thatElon Muskis one of the most successful and influential entrepreneurs of his generation — if not all time.

Whether it's news about one of his companies, gossip about his love life, or reaction to his latest controversial tweet, rarely a week goes by in which Musk's name is not in the headlines.

This is even more impressive given how vocally opposed Musk is to PR and advertising, once tweeting that he doesn't believe in "manipulating public opinion．" In 2020, hedissolved Tesla's PR department, and his 2022 Twitter takeover was infamous for axing thousands of jobs, many from thecommunications team．

This past month he also created an automatic poop emojiresponse for all media requests sent to press@twitter.com．

press@twitter.com now auto responds with ?

— Elon Musk (@elonmusk)March 19, 2023

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But if this tempts you to conclude that traditional PR no longer serves a purpose, think again. Musk is a media pro, but like a great magician, he doesn't want to draw attention to it.

Reaching his current level of notoriety took time, patience, and plenty of strategic know-how. So, rather than taking his public stance on PR at face value, let's take a detailed look at the strategies Musk has employed to build his brands into household names.

Musk's (real) approach to media relations

Closing Tesla'sPR departmentwas an unprecedented move in the auto industry. But his decision was not made because Musk no longer wanted media coverage for his company. Instead, he no longer had to bother. In the final months of Tesla's press office, its PR team was hit withhundreds of journalist inquirieson a daily basis — something most companies can only dream of.

Musk has never been neglectful of Tesla's PR. On the contrary, from its inception to the current day, he has taken an extraordinarily hands-on approach to the company's media strategy. Because of this, the coverage of him and his companies has snowballed over time.

The best-selling biography,Tesla, SpaceX, and the Quest for a Fantastic Future, details just how involved Musk was as the Tesla name first started to gain attention, personally leading efforts to achieve media attention and "fix" any negative press. He set a goal for the company to make a weekly announcement and personally drafted press releases and conducted media outreach to ensure he secured his desired results. Musk was also known to search for news coverage about his companies at least once a day.

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Here's the first essential lesson for founders and CEOs: Musk understood that leaders must密切关注他们的故事分享with the media, set a consistent communications cadence, and build relationships with reporters.

Musk also knew (and knows) the importance of growing relationships with specific journalists.

There's a reason why he doesn't read publications but rather followsindividual journalists．而不是发送很多一般备用ion to outlets, Musk gave certain reporters exclusive first access to information. This was the case with Kara Swisher, one of the industry's most influential journalists to whom Musk often gave numerous interviews. (Their relationship has sinceturned frosty, to say the least.)

Far from dismissing the importance of traditional PR efforts, Musk was a master of disseminating the story he wanted to tell through a steady flow of outreach. Just take a look atTesla's blogs and announcementsto see this first-hand.

Executed like a PR pro, he knew that these communications and his relationships with the media would help create a persistent buzz fueling buyer interest.

Musk sells the dream

Beyond the basics, Musk understood that when it comes to PR, it's much less about selling products than it is about selling impact and emotions. WithSpaceX, for example, Musk has perfectly exemplified how to sell a dream via storytelling.

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Announcements have always been filled with visionary language and daring ideas. In a2011 interview, Musk made waves with his hope to send humans to Mars within 10–20 years. In 2019, riding the sustainability trend, he announced he wanted to build the firstsustainable city on Mars.

As inspiring and memorable as those images are, the money-making day-to-day operations at SpaceX are a bit more mundane. The company generates most of its revenue by sending satellites into space on behalf of theUS governmentto providehigh-speed broadband internetto remote and rural areas worldwide. But whenSpaceX raised $750 millionin its latest funding round, satellites and broadband weren't the main attraction of the presentation. That's because Musk knows it's the big dreams and challenging ideas that catch peoples' attention.

Business leaders should take note. When communicating your business ideas/projections, you must stand out from the pack by highlighting the big vision behind your model for success. Home in on your customers' underlying passions and desires — what it is that gets them dreaming — and make sure the stories you're telling resonate emotionally.

He controls the narrative, subtly

It's clear that Musk is adept at PR, but he doesn't need or want everyone to know it.

This is further proven by the fact that he doesn't go entirely radio silent. Instead, he makes sure (as best he can) that the message he wants to convey is the story that gets covered, diverting attention from his British caver lawsuits or the Tesla buyout.

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For instance, in December 2022 he launched acontroversial Twitter pollasking the public to decide whether he should step down as the CEO of the platform.

Should I step down as head of Twitter? I will abide by the results of this poll.

— Elon Musk (@elonmusk)December 18, 2022

After more than 17 million votes were cast with57.5% of respondents voting to oust him, Musk announced he would resign "when a suitable replacement was found" leaving many to doubt that he would abide by the results of the poll as promised. Yet he did stick to his word, appointingLinda Yaccarino as Twitter's new CEOon May 12th. What's interesting here is that Musknever intended to stay on as the CEO in the first place, but his "public referendum" made sure that the subject dominated headlines for months.

Musk has also been keen to court attention for his ongoingpublic spat with NPR在他指定的新闻机构,还有很多others, the labels "government-funded" and "state-affiliated" on Twitter. While these labels have now been removed the story continues to receive rolling coverage thanks to newtidbits of informationthat Musk releases to the public.

These labels also sparked a surprise, impromptu interview with BBC reporter James Clayton on Twitter Spaces during which it became clear that Musk had no plans to be a passive participant, with Clayton commenting that at "several times it felt like he was trying to interview me．"

While no one can control media coverage completely, it's important to engage with reporters to increase the likelihood of your company securing positive coverage. And, if there ever is a PR crisis, having relationships with the media means you are more likely to deliver some form of damage control.

Musk knows that media coverage matters, and his brands are where they are today thanks to his knowledge of PR. Building a pipeline of announcements, diverting the narrative towards positive stories, and creating a memorable vision are all valuable ways to generate media coverage that doesn't waver.