If I had a top ten list of PR models, it would be Tesla and Elon Musk. He got a bum review in the New York Times and his damage control strategy was to demonstrate that the reviewer was less than honest. I thought no way could he win that battle. He did. The US government, typical of government-by-headline, launched a safety investigation against the cars after a battery fire caused lurid news stories. What did Tesla do? Used the opportunity to make it clear to the world just how safe their cars actually are. Lemons to lemonade. (I blogged on these stories earlier–just enter Tesla in the search on this blog).
Speaking of lemons, a “Lemon Law” lawsuit was about to be filed against them, presumably for failure to address a customers concerns. Do they meekly wait for the news headlines to hit, then say, we are very sorry we failed to meet this customers expectations and will do better next time? Heck no. They scewer the guy and his slime ball attorney (I’m making my judgment on this attorney strictly on the basis of the information provided by Tesla.
I would consider their blogpost on this lawsuit to be a classic in aggressive reputation management. It should be must reading for everyone in PR in my humble opinion. (By way, I just asked my broker to buy some Tesla stock. I like how they operate when facing trouble.)