What I wanted to tell CNN about Elon Musk and Tesla's PR crisis from DOGE and Trump protests

Why media training matters, especially when it doesn't go exactly as expected

I recently joined CNN International live to discuss Elon Musk, Tesla, and the growing conversation around leadership, politics, and brand equity. The topic was timely, the segment was well-produced, and the anchor was thoughtful. Still, like many media appearances, it didn’t go exactly how you envision it.

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I prepared thoroughly for this interview, which helped me stay focused and professional, but I couldn’t deliver everything I intended to. The time constraints were tight. The anchor understandably had his own direction. When the segment wrapped, I’d had limited opportunities to share my analysis.

This is why media training and preparation are essential.

Media interviews, especially on live television, move fast. They’re not designed for long-form explanation. You don’t get a script. You don’t control the questions. And you rarely know how much airtime you’ll receive. But as with any performance, your reputation is on the line.

Here are a few key points I didn’t have the chance to express on-air fully, and why they matter:

1. Elon Musk is the exception for public company CEOs, not the model.

Most CEOs of publicly traded companies are hired professionals with deep board accountability. They often prioritize reputation, risk management, and shareholder perception. As one of the world’s wealthiest individuals, Musk operates with unusual independence and freedom. He doesn’t appear to be motivated by public approval or job security — though by many accounts, he does seek admiration and validation. That paradox is an important context for understanding his behavior.

2. Tesla’s brand is too tightly bound to Musk’s persona.

When a company’s public image depends on one person’s voice, temperament, and impulses, it’s vulnerable. That’s not an opinion. It’s a strategic concern. Most brands thrive when the company’s voice is distinct from any individual. I would have liked to share this more clearly and recommend that Tesla create deliberate distance between its corporate messaging and Musk’s platform. This wouldn’t be censorship. It would be structure.

3. Musk dismantled Tesla’s PR team, and that’s part of the problem.

In 2020, Tesla eliminated its public relations department. This move may have seemed efficient at the time, but it removed a layer of critical strategy, message discipline, and media relationship management. Instead of leveraging professional PR, Musk communicates directly through X (formerly Twitter). This setup creates unnecessary risk for any organization, especially one as visible as Tesla.

These are just a few of the points I prepared, but live TV doesn’t always allow for depth. That’s not a complaint. It’s reality.

And it reinforces this truth: Media preparation is non-negotiable, even when you can’t control the outcome.

What does media interview preparation involve?

When a brand executive (or their PR firm representative) gets invited on-air, preparation should include:

• Media training with an experienced coach
• Sharpening messages for brevity and clarity
• Practicing concise delivery in a high-pressure setting
• Understanding the outlet’s format, tone, and agenda
• Knowing you may only get one or two chances to speak

Even when the segment doesn’t go as planned, preparation ensures you protect your reputation and maximize the opportunity.

If your company’s executives are doing media interviews — or should be — Axia Public Relations can help them prepare with discipline, clarity, and structure.

Ready to perform at your best when the cameras are rolling? Explore our media training services.

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.