Presented by Yuming Huang
An Analysis of Tesla’s Response to the Tesla
Model S Fire Incident
Company Background
• Tesla Motor Inc.
• Founded in 2003
• Manufacture and sell electric luxury cars
• Price starts from $6...
Case Overview
• Who: A driver and his Tesla Model S
• What: The Model S caught fire
• When: Oct. 1, 2013
• Where: On a hig...
Stakeholders
• Customers
- The owner whose car caught fire
- Other owners & potential customers
• Investors
• Mass media
-...
Communication Objectives
Elon Musk, Chairman & CEO of Tesla, issued a statement
on Tesla’s blog with an email form the own...
Key Messages
• The accident is an extremely uncommon occurrence
• Tesla’s design is well prepared for this circumstance
• ...
Media Responses
• Positive
- Reported by several powerful news outlets
- Most of the coverage include the blog’s key messa...
Implications
• Tell the truth, and be transparent
• CEO directly responses media
• Avoid using jargon
• Well prepared befo...
Thank You!
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Tesla Crisis Media Relations Analysis

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Tesla Crisis Media Relations Analysis

  1. 1. Presented by Yuming Huang An Analysis of Tesla’s Response to the Tesla Model S Fire Incident
  2. 2. Company Background • Tesla Motor Inc. • Founded in 2003 • Manufacture and sell electric luxury cars • Price starts from $60,000
  3. 3. Case Overview • Who: A driver and his Tesla Model S • What: The Model S caught fire • When: Oct. 1, 2013 • Where: On a highway in Kent, Washington • Why: The fire was caused by the direct impact of a large metallic object to the battery pack • How: Driver pulled over and departed without harm;
  4. 4. Stakeholders • Customers - The owner whose car caught fire - Other owners & potential customers • Investors • Mass media - A bridge between Tesla & the publics
  5. 5. Communication Objectives Elon Musk, Chairman & CEO of Tesla, issued a statement on Tesla’s blog with an email form the owner. • Spread the truth • Earn coverage from mass media • Build brand image & reputation • Build customer’s trust toward Tesla
  6. 6. Key Messages • The accident is an extremely uncommon occurrence • Tesla’s design is well prepared for this circumstance • Improper procedure leads to harder extinguishing • Electric car is safer than gas-powered car • Tesla has earned the owner’s support
  7. 7. Media Responses • Positive - Reported by several powerful news outlets - Most of the coverage include the blog’s key messages - Every coverage has quote from the blog • Negative - Some of the coverage suggest that Tesla was being defensive
  8. 8. Implications • Tell the truth, and be transparent • CEO directly responses media • Avoid using jargon • Well prepared before releasing
  9. 9. Thank You!

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