The postholder will be based in Brussels and report to de la Haye.
PR conducted by Boeing previously centred on its commercial aircraft division but, as part of the revamp, he is looking at PR support for all six divisions and on a country-by-country basis.
The divisions include satellite, air-traffic control technology and in-air broadband internet services.
He said: 'We are changing the way we do things. We are looking for PR for all our businesses and need someone in this region, which is key for us, to direct that operation.'
For the first time, communications directors for Italy, Spain and Germany are also being sought.
Each is tasked with overseeing the work of the countries' retained PR agencies, Burson-Marsteller in Spain, Grossbongardt in Germany and Interazione in Italy.
Boeing is on the verge of naming its new PR agency for France. A pitch was held earlier this year for the account, which is currently held by GCI.
De la Haye confirmed an announcement on the identity of the successful agency will take place within two weeks.
Recent global changes to Aerospace's PR operations include the appointment of Harrison Cowley as the first agency to cover all of its UK divisions (PRWeek, 23 November 2001).
In the Asia-Pacific region PRAP was appointed to handle PR for all divisions in Japan. PR support for its commercial airplanes division was previously carried out by Weber Shandwick.
The design of Boeing's Sonic Cruiser aircraft was unveiled at last month's Asian Aerospace 2002 event in Singapore. The aircraft is due to come into service in 2008.