Aptera, Startup, And The Minefield of PR Woes

From Transport Evolved.

About three and a bit weeks ago, Aptera was featured on NBC nightly news. The report showed the vehicle struggling on a hill, and has caused some concern in the industry about what that means for Aptera.

After chatting with the company about the incident, we remain hopeful the overheating motor was a one-off caused by a gamble that went wrong, and perhaps not enough engineering preparation time before the shoot.

But the news story and the subsequent coverage tells us a whole lot more about the state of being a startup in the EV world today – and just how difficult it can be to walk the line between too little press access… and the wrong types of PR.

00:00 – Introduction
01:49 – What We’re Covering TOday
03:09 – Basics of EV startups and Media
05:14 – PR, PR, PR
06:39 – Red Flags
07:45 – The risks of TOO MUCH access
08:10 – The questions WE ask…
09:06 – The challenges of poor PR
10:34 – Bad experiences we’ve had
12:44 – How companies and their PR firms react to bad things happening… tells you a lot
14:07 – Owning the problem is best
16:44 – Things Tally Up
17:39 – Our Verdict
18:32 – Some ovbservations about the NBC converage
Script: Nikki Gordon-Bloomfield, Kate Walton-Elliott
Presenter: Nikki Gordon-Bloomfield
Editor, Colorist: Michael Horton
Art and Animation: Erin Carlie
Producer: Nikki Gordon-Bloomfield
© Transport Evolved LLC, 2023

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