We’ve written about Elon Musk before — his communications catastrophes are hard to avoid. From Tesla (stock price down nearly 45% since the start of 2025) to X/Twitter (down nearly 80% since Musk bought it) and everything in between, the world’s richest man and one of the most polarizing tech titans is no stranger to controversy. Lately though, it seems we don’t get a moment’s pause from the mayhem, and his reputation has taken a nosedive even a Falcon Heavy rocket couldn’t pull him out of.
Whether appearing to employ a Nazi salute on stage or driving advertisers away in droves, Musk’s personal brand is a liability for his companies. His various advisors know it, and he seems to (maybe) know it too, with X reportedly scrambling to hire a communications chief. Musk, for years, has turned his back on reputation management and public relations departments but now, suddenly, sees value in it. It is safe to say, a PR hire won’t be enough.
To stand any chance, Musk and his business endeavors need a full-on reputation reboot. Let’s look at three steps he could and should take to try to triage the truly terrible.
1. Stop the Stunts. Start the Strategy.
Musk seizes upon shock-and-awe to stay in the headlines. In 2018, he launched a Tesla Roadster into space. It is still out there and has been mistaken for an asteroid. He challenged Facebook’s Mark Zuckerberg to a cage match in 2023 and backed out. We’re not going to touch the political machinations, except to say the antics that, perhaps in the past, painted him as a visionary now read only as reckless distractions
Regarding X specifically, there’s a lot there since he took over in 2022. He has autoreplied to press inquiries with a poop emoji. He laid off approximately 80% of staff within the first six months. He told advertisers to “go f*ck yourself” after his antisemitic commentary and interactions on X activated an advertising exodus.
The company is in a financial hole, with Musk admitting as much in a leaked email from January, in which he wrote, “our user growth is stagnant, revenue is unimpressive, and we’re barely breaking even.”
The answer, or at least the first step, to trying to run a successful business? Stop with the nonsense. Just stop. If he manages to hire a seasoned PR pro, don’t make this person’s job any harder.
2. Rebuild Trust with Talent and Transparency
Musk initially dissolved X’s PR department post-purchase. He secretly reinstated the X media machine in 2023, insisting on calling it “business operations.” The X communications department has been a revolving door ever since, with multiple PR heads not staying around for long. And according to Business Insider, we now have X officially seeking someone to “craft the company’s public image.”
If this is going to work, Musk must empower communications to operate independently and strategically. Whoever takes the role must be allowed to use their expertise. That means they have the authority to manage crises, engage with media, and shape narratives—without interference. And if Musk successfully completes step one above, which is a big if, it means letting the professionals manage the messaging.
Also, transparency is key. PR must acknowledge past missteps, outline clear policies, and commit to consistent communication to rebuild trust with reporters, advertisers, and the public.
3. Pursue Purpose, Not Provocation
Musk’s various ventures have been at the forefront of technological innovation. But his personal brand is overshadowing all achievement. To realign the image of brands he’s associated with — if he truly even cares — Musk should focus on the mission of the businesses he helms. These goals are what originally inspired public admiration: supporting sustainable energy, exploring space, and pushing the boundaries of human potential.
Of course, he didn’t create X, and it’s highly debatable as to whether X’s alleged goal of facilitating free speech is remotely reflected by reality, but it’s still a worthy goal. Although, this is what you get currently if you go looking for the X mission:
Having and highlighting a mission through thoughtful storytelling and community engagement can help shift the narrative from controversy to contribution. Showcasing positive impacts and engaging in meaningful dialogue can reconnect X with audiences who once saw it for the powerful tool it used to be.
There have been other comebacks.
There’s Uber, for example. Travis Kalanick, co-founder and former CEO of Uber, had to step away, but it worked. The new CEO led a cultural overhaul, implemented new policies, and focused on rebuilding trust. There are still some reputational issues, but the New York Times reported Uber’s revenue is up 14% this month.
So, it can be done. Musk may not have to step down, but he does have to step back. Way back. If he stops the madness, hires communication staff with talent and lets them do their job, while he refocuses on the company mission and his job, this can happen.
In the world of PR, redemption is possible—but only for those willing to do the work.
See you on the next one!
Aaron Blank
President and CEO
Fearey