Companies thrive when effective leaders help guide them on a path to success. Employees look to these leaders for motivation, purpose and direction. Consumers need someone they can trust who has their best interests at heart when making decisions that affect an organization.
Leaders can be found at all levels of a business. At the top, a visible, engaged and connected CEO is important for establishing a long-term vision, fostering a shared mission and steadying the ship during a crisis. It’s necessary to have a leader who embodies all of these qualities. Lead executives should understand how important their role is in maintaining an authentic and open relationship with the public while being the leading voice and face of an organization.
Someone with a wealth of experience as a CEO is Tesla and SpaceX founder Elon Musk. He doesn’t need an introduction, but Musk is essentially the most successful tech entrepeneur on the planet. His business ventures are changing the world for the better, a goal that drives much of his decision making. There is no doubting his success, work ethic and ability to take his visions and bring them to fruition. He’s a visionary and arguably one of the most influential people of this generation.
Musk has also been criticized for mismanagement, Tesla Twitter drama with the SEC, weed smoking on Joe Rogan’s podcast and falsely accusing a British diver who helped with the Thai cave rescue of being a pedophile. He’s often characterized as wreckless and irresponsible, which are fair assesments given his recent missteps. This behavior is not a good look for any CEO. These actions raise concerns about his ability to lead by example and manage companies that are already under a lot of scrutiny.
As a PR case study, Musk is the perfect person to examine. He’s one of the most well-known CEOs in the world and loved and hated by many. While I truly believe he means well, sometimes his ego and strong personal views get him into hot water.
Despite his problems, Musk is a great example of a leader who understands the value of public relations. He’s active on social media and frequently posts company updates, accomplishments and information for his followers. He set Twitter off when he offered to host PewDiePie’s Meme Review. He did a great interview and factory tour with popular tech YouTuber Marques Brownlee and has been the subject of many articles and think pieces. Tesla model launches and SpaceX rockets and roadsters in orbit captivate audiences around the world and create buzz around Musk and his antics. He’s the quintessential “cool” CEO and is setting a new standard for leadership in the internet age.
A comment on the Brownlee video sums it up best. “Big companies hire high profile celebrities to endorse their product, but Tesla saves that money because Elon is THAT celebrity.” It’s not common to see a CEO in the unique position Musk is. He’s hugely popular, well-respected within the tech community and a business titan who also happens to be a quasi-celebrity.
For communicators, Musk can be your biggest asset or liability. It depends on the day. But to me the good outweighs the bad. For every errant tweet he makes, he manages to come back stronger to show why he’s the best person for the job. There’s nothing wrong with a CEO speaking his mind. People will appreciate the transparency over scripted corporate speak.
If more CEOs were like Elon Musk, it might create some headaches. It would also make our jobs a lot easier as PR professionals. Leaders like Musk can be the most effective tool we have in creating, maintaining, and protecting an organization’s reputation and enhancing its goodwill with the public.