Control your PR narrative, or someone else will

Is Tesla experiencing a brand crisis?
Chewy's recent content shows the power of thought leadership
60-second close: Set your narrative, or someone else will

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1. Is Tesla experiencing a brand crisis?

Calls for boycotts and violence against Tesla showrooms and owners spell a PR crisis. Once a status symbol of environmental progress, Tesla could face plummeting stocks and sales.
CEO Elon Musk famously unseated Tesla’s PR team in 2020, becoming the electric vehicle manufacturer’s sole voice. This decision created both opportunities and risks.
When Musk receives backlash, Tesla’s credibility and reputation suffer. This highlights why brands need a crisis communication strategy and solid PR team.

2. Chewy's recent content shows the power of thought leadership

Online pet supplier Chewy has become an interesting case study for communications professionals. Chewy’s shift toward content — investing in educational videos, heartwarming furry friend highlights, and expert-driven articles across platforms — is a masterclass in content marketing and thought leadership.
To build brand credibility through high-quality, informative content, brands must stay attuned to their audience’s needs and trends. Chewy demonstrates a phenomenal example.
Chewy’s strategic marketing approach as a thought leader has paid off for the brand.

3. 60-second close: Set your narrative, or someone else will

Tesla's sole reliance on Musk as its spokesperson demonstrates the potential pitfalls of tying a brand too closely to one person. Regardless of your industry, who controls the narrative matters.
Building credibility through quality content allows you to control the narrative. An ounce of intentional thought leadership is worth more than a pound of crisis management.
Axia’s experts can help you take charge of your brand’s narrative, whether you need a crisis plan or thought leadership strategy. Just ask me how we can help.

Clients love Jason’s passion, candor, and commitment as well as the team he has formed at Axia Public Relations. He's advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut, and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author, and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.