Or they work together at creating them. I.e. he writes a draft, gets it fleshed out, and he applies some finishing touches.
Tesla's PR is many things, but it's not safe. It feels plain and unadorned and yet genuinely enthusiastic and precisely bold.
I used to be worried that Musk's hand was too heavy on the tiller. Now I'm just enjoying the show.
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.
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.)