"The effort in this case is to maximize the efficiencies of proactive communications to the various media audiences and internal audiences that cover the industry, and to have the ability to tap into an agency and its resources if a crisis situation arises," said Cervone.
The airline has worked with various agencies in the past, but only on a project basis. Cervone declined to name them, but said they were numerous.
Procurement is involved in the process but not leading the effort, he said.
Cervone joined UA in February after leaving his post as VP of global strategy and operations at General Motors.