Boeing rationalises PR across the globe

Boeing, the world’s largest aerospace and communications company,

is reorganising its international communications and bringing its UK

media relations in-house.

The company has reviewed its UK PR account, handled by APCO through the

Boeing News Bureau. In the middle of the review, the firm appointed

Matthew de la Haye as vice-president of international

communications.

De la Haye is Boeing’s first senior PRO to be based in London. A former

PR head for Lucent Technologies, he also has consultancy experience,

having worked for Ruder Finn on clients such as Microsoft, Novartis and

Citibank. He will now report to Judith Muhlberg, the company’s

Seattle-based communications vice-president.

De la Haye is expanding the company’s in-house provision globally. Until

now Boeing used a host of agencies in different markets.

De la Haye plans to appoint a UK communications director later this

year, together with a host of lower-grade staff and a communications

chief for Asia.

APCO’s remit - covering the commercial airplane group - has been

broadened to include the space and communications business and Boeing’s

military unit. The APCO team, headed by senior associate Debbie Thomas,

will now only provide strategic counsel.

’We are launching an effort to enhance our communications. We want

people to realise there is more to Boeing than just aeroplanes,’ de la

Haye said.

The company - which employs 200,000 staff worldwide and made sales last

year of nearly pounds 40 billion - hopes to generate coverage of its

research and development arm, Phantom Works, as part of this effort.

The APCO team is not being reduced since the agency hopes the expansion

of its brief away from purely civilian aircraft will offset the HR

implications of the news bureau’s closure.