3 questions to ask during any PR crisis

Elon Musk’s battle with a New York Times reporter offers an important lesson on how your community can save the day in a crisis.

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Tesla CEO Elon Musk rebutted those claims on the company’s blog and claimed the Times cost Tesla $100 million. Perhaps Broder was unaware of the technology in the vehicle, but Musk pulled the road trip data and responded point by point to Broder’s review. He proved that the review was inaccurate and unethical, and that Broder had set out to sabotage the company.

My first thought was that this makes a great case study on the importance of building a community. A loyal community allows you to get out your story without relying on the media, like Musk did on his corporate blog. It’s one of those wonderful benefits of your online efforts and community building.

But there’s a lot more to it than that.

We aren’t all Elon Musk. We can’t get into a vocal and high-profile duel with The New York Times. I dug further into the details and thought about how I’d advise my client in the same situation.

Your community matters

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