Negative press coverage can send communicators and executives alike scrambling to repair their brands’ images.
Elon Musk, founder and chief executive of Tesla and SpaceX, decided to handle it head on—by tweeting his response.
Musk’s tweets came after Consumer Reports published a review of Tesla’s Model 3, refusing to give the vehicle a recommendation.
… In Consumer Reports’ tests, we found plenty to like about the luxury compact sedan… Our testers also found flaws—big flaws—such as long stopping distances in our emergency braking test and difficult-to-use controls.
…The Tesla’s stopping distance of 152 feet from 60 mph was far worse than any contemporary car we’ve tested and about 7 feet longer than the stopping distance of a Ford F-150 full-sized pickup.