It's not a matter of being cool. It's a matter of going next-level with "no comment."

Tesla has some bad PR, the press can't get anything out of Tesla so the story is dead out the door, and Telsa's PR team comes up with some stupid stunt to get social media trending on the stunt...problem solved. "Oh, you see that thing about Tesla?" is about their cars blinking their headlights to Christmas music, and not, say, the feds ramping up their investigation into Teslas slamming into roadside emergency vehicles.

Standard corporate "disaster management" is essentially "hide everyone, don't say a fucking word, wait to get out of the news cycle."