Whether a company is an early stage start-up or a well-established legacy brand, the employment of a public relations team is critical to the image and reputation of a business. When accurately managed, a PR team has the power to shape a company’s future or reshape a company’s past through storytelling and strategic messaging.

Tesla, the automotive giant led by Elon Musk, recently announced they were parting ways with their internal PR department, a move that has left industry professionals questioning the company’s motives. Tesla receives more press than any other in its industry, making their decision to forgo PR representation questionable.

Severing ties with the people who stand on the front lines, and instead leaving the sole voice of the company in the hands of its founder comes off as a bold move on their part. Shutting down the lines of communication between themselves and the media poses a difficult situation for reporters; without direct sources it becomes harder to accurately write a story.

On the outside looking in, it appears Tesla does not want to talk to the media by way of reporters, instead they prefer to do it on their own terms, through their own voice.

Tesla has an enormous presence on social media, with a following of 6.3 million people on Twitter. With such a large and direct connection to their fans and followers, could it be that the executives in charge truly believe the use of social media should be their sole connection in conveying important news and information?

While I believe social media is an important resource in building a company’s reputation and connecting brands to consumers, I don’t think it should be the only tool utilized in a company’s PR toolbox when it comes to managing the release and spread of information between an organization and the public.

As one of the world’s largest and most innovative companies, Tesla’s bold move to dismantle their PR department sets an alarming precedent for blocking the free flow of information to consumers as well as impacting the media’s ability to responsibility report a company’s activities. Disengagement is not a path to success, it is a recipe for disaster. The move sets a bad example for other companies as well. Let me further explain...

The job of a solid PR team is to solve issues within a startup or legacy brand is to help spread important news announcements and topics integral to the company’s success and to communicate with the media in a timely manner to not only ensure accurate coverage, but to control the conversation.

With Tesla dismantling the very team that was put in place to not only build but maintain their brand’s reputation, they no longer have a department that can quickly respond to incidents when they occur. Without the support, how does a company address a crisis and get a handle on them when they happen? Who steps in if and when damage control is needed? It’s impossible to ignore a crisis and hope it goes away on its own; that’s not how real life works.

And that’s why the thought of other companies following in Tesla’s footsteps, from a PR perspective, doesn’t seem fitting. No matter how long a company has been in business, whether it’s a year or ten years, a solid PR professional works tirelessly to solve the many issues that arise. Placing the responsibility in the hands of someone who is less than equipped to handle this can be a dangerous game with a company’s future.

PR can literally change the future of a business. What public relations firms do is build a state of trust and engagement that will propel a company’s vision.

There are many different reasons why PR is a vital resource for a company’s success. In addition to elevating clients to the next level, a public relations firm is also essential when it comes to helping a company manage their reputation, especially in damaging situations.

Whether its advertising gone wrong or unhappy customers sharing their thoughts on social media, which can be extremely damaging as those words can spread like wildfire, it’s times like these where those media connections can help repair the damage. A strong PR team will not only know how to put out the fire, they’ll know the quickest route to get there.

On the opposite end of the spectrum, a public relations firm can also provide a company the opportunity to build connections which in turn helps to strengthen their reputation within their respective industry. PR professionals are plugged in and widely connected to journalists and different media outlets which can be beneficial for CEOs and high-level executives looking to establish themselves as thought leaders and experts in their field.

Increasing a company’s credibility and strengthening their reputation through thought leadership pieces, influencer connections, and networking strategies, are just some of the ways in which a public relations firm can help aide a company in proving brand values.

Strengthening community relationships is essential to continue the on-going relationships companies strive to have with important influencers across many business platforms.

In addition to understanding how PR can be a resourceful tool in elevating a company’s communications strategy and strengthening their online reputation, it’s also about building the brand’s reputation, leading them to their industry’s forefront. We do this by sharing the right information with the right people.

From raising media awareness to crisis management, an effective public relations strategy should take a company through to the next stage of growth. PR executives have the power to help overcome almost any obstacle, thus opting out of this vital practice may only do more harm than good long-term.

— Jenna