IDK. I think the fundamental problem here was that Elon's prediction of when FSD would be ready was way off. I doubt having a PR department would have helped in this particular case. IMO Elon is currently behaving erratically and irrationally (lack of sleep?) so I have no idea if he will react to this situation as a grownup or a child. IMO they need someone he will listen to to tell him to shut the heck up more than they need a PR department.
I don't think being forced to rename FSD will be a crisis. Having what's written on the tin match the contents will be good for Tesla. It will reduce confusion and complaints. They are facing big challenges but renaming FSD is not one of them (unless they refuse to do so).
Fair enough. Some people have compared it to autopilot in airplanes and marine craft that does not replace human operators.
en.wikipedia.org
An autopilot is a system used to control the path of an aircraft, marine craft or spacecraft without requiring constant manual control by a human operator. Autopilots do not replace human operators. Instead, the autopilot assists the operator's control of the vehicle, allowing the operator to focus on broader aspects of operations (for example, monitoring the trajectory, weather and on-board systems).
This is why I said it was more of a gray area.