Boeing has appointed Ann Schmidt as its new Senior Vice President of Communications. Schmidt, a veteran of the company since 2005, has been serving as interim head of communications since October following the retirement of her predecessor, Brian Besanceney.This appointment marks the eighth change in this leadership position within the past eight years, reflecting a period of significant turbulence for the aerospace giant. CEO Kelly Ortberg, who assumed leadership in 2023, has initiated a series of senior management changes as part of his broader efforts to "rebuild trust" and address a "fundamental culture change" within the organization.Boeing has faced a series of critical challenges in recent years. Two fatal crashes of the 737 Max in 2018 and 2019, resulting in the grounding of the aircraft for 20 months, severely impacted the company's reputation. More recently, incidents such as a mid-air door blowout on an Alaska Airlines 737 and a significant strike by employees have further compounded the company's difficulties.These events have raised serious concerns about Boeing's safety culture and its commitment to employee safety. A report by the Federal Aviation Administration (FAA) raised concerns regarding the effectiveness of the company's Safety Management System, suggesting that employees may not fully understand their role in ensuring safety. Furthermore, employee interviews have revealed concerns about trust in the company's "Speak Up" program, designed to encourage safety reporting.Schmidt's appointment comes at a critical juncture for Boeing. As the company navigates these challenges, effective communication will be crucial in rebuilding trust with the public, regulators, and employees. Schmidt will be responsible for communicating the company's message and guiding its public image as it strives to recover from these setbacks and restore its reputation as a leader in the aerospace industry.