While electric carmaker Tesla's global comms VP is unafraid to employ unique tactics, he's quick to credit lessons learned from other companies for shaping his strategy.
In 2009, Tesla Motors cofounder and CEO Elon Musk wooed YouTube's Ricardo Reyes to head global communications and strategic marketing at the electric vehicle manufacturer.
"He shared his vision for the company and how communications and PR would be crucial to its growth," Reyes recalls. "I was hooked."
Tesla was ...