BUILDING ELON MASK'S IMAGE IN THE MEDIA

This article is devoted to the review of the materials of the leading domestic and foreign media concerning one of the world's most famous businessmen - Elon Musk. Through analysis of 6 articles, the authors found out the tone of the image formed for the persona and compared it visually depending on the source. It became clear that the national media is more favourable to businessmen. At the same time, however, the media predominantly treats only a part of the personal image elements, namely the mental and background; focusing on the activities of affiliated companies with the person. The latter point gives rise to a recommendation for Elon Musk's companies to reinstate the PR departments he closed down and hire crisis communications specialists to restore the public's positive attitude towards them.