Elon Musk’s X is seeking a new communications director to repair damaged relationships with advertisers and journalists, even as the company makes new appointments to oversee platform safety.

At a Glance

• X (formerly Twitter) is searching for a new public relations leader after previous communications executives departed
• The company has appointed Kylie McRoberts as head of safety and Yale Cohen as head of brand safety and advertiser solutions
• X has lost 75 of its top 100 U.S. advertisers since Musk’s 2022 acquisition
• Musk has sued 11 advertisers for alleged antitrust violations while publicly telling some to “go fuck yourself”
• The new communications director would work closely with CEO Linda Yaccarino to rebuild advertising relationships

X Fills Safety Leadership Roles After Extended Vacancies

X has appointed two new executives to oversee safety on the platform, with Kylie McRoberts promoted to head of safety and Yale Cohen joining as head of brand safety and advertiser solutions. McRoberts becomes the first safety head announced in 10 months, covering more than half of Musk’s ownership period. This extended vacancy highlights the tumultuous nature of content moderation under Musk’s leadership, as previous safety heads Ella Irwin and Yoel Roth departed after disagreements with his policies.

Joe Benarroch, head of business operations at X, praised McRoberts, saying she “has been instrumental in our recent progress towards achieving unparalleled safety and security for our platform.” However, critics point to Musk’s elimination of many content moderation jobs, reinstatement of accounts belonging to extremists, and disbanding of the Trust and Safety Council as actions that have undermined platform safety.

Advertising Exodus and Public Relations Challenges

X’s advertising business has faced significant challenges since Musk acquired the platform in October 2022 for $44 billion. As of February, 75 of the top 100 U.S. advertisers had stopped spending on X, resulting in a substantial revenue decline. Musk’s controversial actions, including embracing what many considered an antisemitic conspiracy theory, have further strained relationships with major brands and advertising agencies.

The communications director position has remained vacant since Dave Heinzinger left earlier this year. The new hire would face the formidable task of rebuilding X’s relationship with journalists after Musk has repeatedly criticized news organizations and attacked reporters by name. Currently, former Wall Street Journal editor John Stoll is handling communications duties, but the company seeks a permanent leader to reshape its public image.

Musk’s Combative Approach to Critics

Musk has taken an unusually confrontational approach with both advertisers and media outlets. When major advertisers paused spending on X last year, Musk publicly told them to “go fuck yourself” at a New York Times DealBook Summit. He has characterized advertiser boycotts as “blackmail” and accused media organizations of not reporting “the actual truth.” This combative stance has translated into legal action, with Musk filing a lawsuit against 11 advertisers for alleged antitrust violations.

Platform Changes Under Musk’s Ownership

Under Musk’s leadership, X has undergone significant changes to its moderation policies and account verification system. The platform has reinstated previously banned accounts, including those of controversial political figures. Musk has also used X to promote conservative political messaging, particularly in support of Donald Trump. These changes have alienated some users while attracting others who appreciate the platform’s more relaxed content policies.

Vulnerable groups, particularly the LGBTQ community, have reported increased harassment on the platform since Musk’s acquisition. The company’s approach to content moderation reflects Musk’s stated commitment to free speech, but critics argue this has come at the cost of user safety. Cohen’s team will now face the challenge of creating a brand-safe environment for advertisers while maintaining Musk’s vision for the platform.