Singapore Airlines has created a pan-European corporate affairs role and handed it to company veteran Derek Mellor.
Mellor has no previous PR experience, but has been with the airline for 27 years in a variety of overseas management roles. Most recently he was general manager of alliances working from Frankfurt.
His role covers media relations, public affairs, crisis management and internal communications. He will take charge of a range of agency relationships across Europe.
In the UK, Singapore uses Keene Public Affairs for a range of media and government relations tasks.
Mellor started last week, and reports to the airline's senior vice-president for Europe, Thoeng Thjoen Onn. He will also work closely with the vice-president for public affairs in Singapore, Rick Clements.
Mellor's appointment is one of several made by the airline to boost its PR capabilities around the world. Over the summer a PR director was appointed in Los Angeles to cover the US, while a head of communications role was also created for the Australian market.
Singapore Airlines - renowned for its gourmet meals and indulgent service - employs more than 25,000 staff worldwide and had sales of more than pounds 3bn last year.
The company is a member of the Star alliance, which also includes Lufthansa, United, SAS, Air Canada and nine others.