As a growth enterprise, is Tesla too radical and arrogant in the face of occasional doubts and denunciations? More importantly, as a head enterprise, if Tesla's practice is imitated on a large scale, it is related to the livelihood of a bunch of people. So, some people began to discuss whether PR is the end of the road?
Everyone can't help but ask, where did Tesla get the courage to abolish the public relations department? Is it from Fish Leong?
0 1
As a media product, Musk has matured.
Musk is not a person who is purely skilled in technology and knows nothing about communication and media. On the contrary, communication is almost the training that Silicon Valley commercial coffee will receive. They are better at telling stories and creating their own personal designs than ordinary people. The outstanding representative in this field, before Musk, was Jobs. He collected all the elements of his personality in that era, whether it was eastern meditation, Indian meditation, or obsession with calligraphy font and aesthetic feeling, you would think that he was a topic figure at any point. All these make it convenient for writers and questioners to find answers to their novels from all angles, so a "hermeneutics" about Jobs is derived. This is the transformation of public relations and marketing, which is what Jobs called the reality distortion field.
As "Iron Man in Silicon Valley", Musk's efforts to create his own myth and people's design are not inferior to Jobs. His story is full of sad background. This is a story that combines science and technology with will, and with the blessing of faith, strives for a goal that is completely impossible for ordinary people. We can launch rockets with lower cost and higher efficiency than American officials. We are also talking about Asimov's anxiety, caring about the future and destiny of mankind, taking the lead in proposing to colonize Mars and launching enough satellites to build a star chain. Among all these great goals, Tesla is probably the most grounded and the closest project to consumers.
Musk and Tesla
Our knowledge of Tesla. There is no doubt that it is also closely connected with Musk. China netizens even affectionately called him "Ma Yilong" to show their close relationship with Ma Musk. In the history of China, calligraphers and agronomists who are real people are eclipsed.
Musk's story was spread on a large scale with his courage to dare to say, dare to think and dare to do again and again, and even in the eyes of conservatives, it was almost boastful. It can be said that Musk is also the CEO and entrepreneur with the highest personal brand value after Jobs.
musk
In a short film about the incomprehensible mental journey of starting a business, Musk said, I don't know what it means to give up unless I am trapped or dead. Speaking of emotion, he burst into tears. Musk, a man with flesh and blood, iron and blood, has long been deeply rooted in people's hearts. In jargon, Musk himself is already a super IP-a great god in the field of entrepreneurship and a hero of spiritual strength. In this case, he himself can replace most of the functions of public relations.
02
The harder the product, the less public relations.
After Tesla came out, it quickly opened up a new field of new energy vehicles, almost riding the dust. It turns out that the whole industry is still used to looking at and examining new energy vehicles with the eyes and ideas of traditional manufacturing. Among the criticisms and doubts, the biggest point is that new energy vehicles are not more environmentally friendly and energy-saving than traditional fuel vehicles. Tesla has never been involved in such an argument. There is a simple reason. When energy conversion is batch processing, the efficiency is definitely higher than that of different types of automobile engines to convert different quality grades of fuel into kinetic energy. Now when almost all head car companies regard new energy as a new track, Tesla's pioneering significance is highlighted.
Now, Tesla's product performance has become more and more stable, and the whole production and supply chain has entered a relatively mature stage. As analyzed in our previous articles, the biggest difference between new forces and traditional car companies is that new forces will definitely catch up with Moore's Law, instead of relying on industry price monopoly to lie on the credit book. In other words, at this step, Tesla's product iteration and improvement will accelerate.
Tesla
Why do traditional car companies pay great attention to media and public relations? Because this price and cost are negligible for traditional car companies. But the unit price and profit of the car itself are extremely high, so it is not painful to spend this money. In other words, the less you need products to prove your products and company, the more you need public relations and marketing to increase the brand premium of your products.
Tesla began to cut public relations, which is a sign that should be remembered-that is, Tesla began to be confident, and his product delivery ability was completely fine. At this time, he is confident that as long as he speaks with products, he can meet most of the needs of communicating with the public.
03
The more developed social media is, the more public relations will be diluted.
The last factor is social media. We seldom analyze social media as a single factor and phenomenon. Because it has been completely embedded in our lives like water, electricity and air. Although the existence and development of this decade have made the meaning brought by social media very boring, its power in communication has been paid more and more attention.
Traditional public relations is a channel for enterprises to communicate and spread abroad. Making friends, answering questions, managing emotions and maintaining corporate image are all undertaken by corporate public relations. Generally speaking, it is equivalent to the "ritual department" of the enterprise. This is because at the physical level, the interfaces and channels that media and users can communicate with enterprises are actually very limited. Then you need a publicist to go out and do these things.
However, when social media has become so developed, these boundaries and divisions have been dismantled one by one, and every enterprise has become more and more "self-media". The helm of most enterprises is super topic and super self-media. In this case, the traditional public relations will be weakened. The more mature the consumer market and field, the less need for public relations. As we have said before, when Tesla's product performance becomes more and more stable and the price system becomes more and more reasonable, consumers will no longer be complained about being cut with leeks. Tesla's own product pursuit is to make the world free of cars that are difficult to drive. When these situations are summed up, consumers will have fewer and fewer questions and complaints about products. At this time, what is the need to set up a public relations department? Perhaps more is the need of product customer service.
This leads to the possibility that while weakening public relations, Tesla may focus on improving and upgrading the product service system. After all, for a big consumer product, the word-of-mouth effect brought by this part is the most real.
Tesla
When we were shocked by the cancellation of the public relations department, we actually fell behind, because a new era has gained a firm foothold. We have been immersed in the myth of online marketing for too long. Therefore, when we look at this series of operations with "Internet thinking", we will feel that Musk is talking nonsense. In fact, others just crossed the hill. What also needs to be reflected is actually this impetuous us.