Elon Musk's X is looking for a PR pro to boost its image

• Elon Musk's X is seeking a PR leader to bolster its public image.
• Under Musk, the platform's relationship with some advertisers has been fraught.
• Musk has also attacked journalists by name.

Help wanted: X is looking for a PR guru to boost its reputation.

Since Elon Musk bought the platform, formerly called Twitter, its relationship with advertisers and reporters has been fraught.

X is now looking for a communications leader to help improve its relationship with reporters, multiple people familiar with the matter told Business Insider. One person who was contacted by a recruiter said the remit was described as helping craft the company's public image. The job has been vacant since Dave Heinzinger left his role as head of media strategy earlier this year. The person would work closely with CEO Linda Yaccarino, who's been trying to rebuild the company's ads business.

X saw an exodus of advertisers after Musk acquired it in October 2022, though there have been some recent signs the company's ad revenue is turning around. In 2023, Musk lashed out at advertisers directly, telling those that had stopped spending on the platform to "go fuck yourself." And X is suing 11 advertisers, alleging they collectively conspired to boycott the platform in contravention of antitrust laws. The case is ongoing.

On the media front, Musk has attacked journalists by name on the platform.

X has also been criticized for loosening moderation and account verification rules and reinstating some banned accounts of controversial figures. Separately, Musk has used the platform to tout MAGA messaging and promote President Donald Trump, stirring division among users. In March, Musk said his startup xAI acquired X in an all-stock deal.

X has had a revolving door of comms execs in the past year. Joe Bennaroch, a longtime associate of Yaccarino's, left in June after a year. Nick Pickles, a legacy Twitter employee who was VP of global affairs, followed him out the door in September. Then Heinzinger, a PR vet, came in December and stayed for just three months before returning to his former role as president of Haymaker Group. John Stoll, a former Wall Street Journal editor who was hired in January to head up a news and partnerships team, has taken on comms duties while the role's been vacant.

People in PR circles credited X for being self-aware in trying to expand its operation, and said it would take someone with an uncommon sense of adventure to fill such a role.

"It certainly would be the challenge of a lifetime," one person quipped.