AutoBeta(AutoBeta.net)12/14 Report--

For any enterprise, marketing and public relations are an indispensable part. The level of marketing and the level of handling events in public relations will affect consumers' overall impression of the brand and the enterprise. It plays an important role in brand maintenance, product marketing and word-of-mouth maintenance. But for Tesla, he doesn't seem to think so.

"We really don't want to spend time and energy on marketing and public relations," Tao Lin, vice president of foreign affairs of Tesla, said on Weibo recently. "We want to spend our resources on things that can really bring value change. such as R & D and manufacture of really excellent products, to provide customers with excellent service, time will eventually tell."

According to previous reports by foreign media Electrek, Tesla formally disbanded his core public relations team at its US headquarters on October 6 this year. The disbandment of Tesla's core public relations team means that if you want to get an official response from Tesla in the future, you can only understand it through CEO Musk's personal Twitter.

As soon as the news was exposed, there was an uproar in the United States and even overseas markets. Responding to the report, Yang Xueliang, vice president of Geely Holdings, said on Weibo, "all right, it's cool in the back of my head."

Some media commented: "the role of the public relations team in marketing may not be as influential as Musk himself, but the public relations team can correct a lot of misinformation in the media and answer questions in time." Now Tesla only has Musk's Twitter as the only communication channel, and it will be more difficult for the media and consumers to ask questions related to Tesla in the future. "

However, in sharp contrast, although Tesla disbanded the public relations team of the US headquarters, he increased the scope of recruitment in China. In October this year, a recruitment information about Tesla's regional external affairs manager in China circulated online, including Beijing, Guangzhou, Shenzhen, Haikou, Hangzhou and other places. the job description is "responsible for establishing and maintaining a positive corporate image of Tesla in the regional market, using efficient and flexible communication skills to establish contacts with external organizations, including the media, government agencies, trade associations, etc." To build a harmonious external environment to support Tesla's business development in the regional market ", his main responsibility is to" manage various regional government affairs, media-related matters, and grasp the trends of network public opinion in real time. Timely early warning and effective handling of public opinion crisis, collection and development of new strategic plans "and so on.

Currently, most of Tesla's official responses are sent through Tao Lin, Tesla's vice president of foreign affairs, while Tesla's official Weibo is responsible for marketing-related activities, and another Weibo account called "Tesla customer support". In addition to answering users' questions, it also includes some official responses to car accidents and accidents.

In fact, Tao Lin has responded to questions from the public relations team on Weibo many times before: "time and money should be spent on meaningful things." Enterprises' spending on PR and "marketing" is ultimately paid by consumers. "although Tesla does not have a large public relations team, it is willing to try its best to communicate with you. We still firmly believe that the product will speak, and time will tell."

In the American market, Musk thinks it is enough to deal with public relations problems, but in one of the important markets in the world, in a country where Eastern culture is obviously different from Western culture, he does not show blind self-confidence. and choose to hand over the affairs to a professional public relations team to deal with media relations and public opinion crisis.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat