Boeing Appoints Ann Schmidt: A New Era for Crisis Communication

Boeing, the world's largest aerospace company, has named Ann Schmidt as its new chief communications and brand officer. This strategic appointment comes at a critical juncture for the company, as it seeks to rebuild its reputation following a series of high-profile crises. With her extensive experience in corporate communications and brand management, Schmidt is poised to lead Boeing's communications efforts and help restore public trust.

Schmidt's appointment signals a renewed commitment to proactive, empathetic, and transparent communication. Her leadership style, characterized by her ability to navigate complex situations and maintain a strong focus on brand integrity, could help Boeing reframe its narrative and rebuild its brand reputation. This move aligns with Boeing's broader efforts to address the 737 MAX crisis and restore public confidence in the company.

Schmidt's previous roles within Boeing, including her tenure as vice president of corporate communications since 2021, have equipped her with a deep understanding of the company's internal workings and external stakeholders. This familiarity will likely enable her to effectively navigate Boeing's complex landscape and tailor communications strategies that resonate with both internal and external stakeholders.

One of the key challenges Schmidt faces is rebuilding Boeing's reputation following recent crises. The 737 MAX crashes and the F-15EX controversy have left lingering concerns about the company's safety and ethical practices. To tackle these issues, Schmidt should prioritize transparency, empathy, and proactive narrative control. She should work closely with Boeing's executive council to develop a comprehensive communication plan that acknowledges past mistakes, outlines concrete steps for improvement, and demonstrates a commitment to safety and ethical business practices.



Schmidt's appointment comes amidst Boeing's ongoing efforts to address the 737 MAX crisis and restore public trust. By promoting an internal candidate with a deep understanding of the company and its challenges, Boeing demonstrates a commitment to continuity and stability in its communications strategy. This move aligns with the company's broader efforts to rebuild its brand and reputation, as it seeks to regain the confidence of customers, investors, and the public.

In conclusion, Ann Schmidt's appointment as Boeing's chief communications and brand officer signals a strategic shift in the company's approach to crisis communication. With her extensive experience in corporate communications and brand management, Schmidt is well-positioned to lead Boeing's communications efforts and help restore public trust. By prioritizing transparency, empathy, and proactive narrative control, Schmidt can help Boeing reframe its narrative and rebuild its brand reputation, ultimately positioning the company for long-term success.