> Tesla's PR is many things, but it's not safe. It feels plain and unadorned and yet genuinely enthusiastic and precisely bold.

In most big companies the PR people have to cover their asses, but don't have too much ownership of what they say. Whereas for Tesla someone who's not afraid is calling the shots.

Exactly. It is an incredibly refreshing departure from how things are normally done in Corporate America.

And I think it's worth it for them to spend CEO time on it.

Because the difference is not just between people reading good PR vs mediocre PR, but whether people will actually read it. (I.e. if it's not worth doing well, might as well not do it.)

Having a fearless leader one can look up to must also be fucking awesome for employee morale.

It works for the military.