Trump, Musk and PR disruption

Elon Musk is not the first, disruptive as he may be. 

Mr. Trump was probably one of the first to throw out the PR rulebook, defy conventional communication protocols and go direct. The White House press briefings hold no substance; the press office functions are not to serve but to obstruct and confuse; the pressing issues of the day remain unaddressed; and political messaging is abstract and confused at best. Perhaps, we all expected Mr. Trump’s practices to implode in the first 100 days of his term. Flashpoints like the dismissal of the White House Communications director, Anthony Scaramucci, 10 days after appointment underlying the disarray. Mr. Trump proved us wrong and runs his own PR machine with opinion polls as his only benchmark.

Mr. Musk is also a solo flyer. So the absence of a PR team at Tesla really comes as no surprise. Communications models have changed significantly as the new digital media economy take shape. Today, platforms provide that stage and are clearly disrupting traditional channels, modes of engagement and news delivery. Speed, short sound bites and mass audience engagement has never been easier. Twitter is and can set the agenda for the day, week and even the quarter for the right type of brand or personality. Mr. Trump and Elon Musk have both excelled in creating noise, controversy and managing the news-making agenda. Both choose to engage, or not, in a real-time public duals and swashbuckling with key media or opponents. 

So, what are the takeaways? Will others follow or is this a one off thing? Only a handful of mavericks and business leaders would have the audacity, courage and nerve to go it alone, exposing brand and reputation. Most major brands have organisational complexity with multiple group businesses and audiences, which add a level of complexity. So, considering a simplistic communications model and being wholly reliant on one platform would be doomed for failure. At an institutional level, it is extremely unlikely that listed companies with major shareholders would jeopardise all and will naturally stick to convention and professional counsel.

 Today, Tesla is a stock market darling. Mr. Musk is a disruptor and can afford to step out on a limb. Time will tell.