Pilots are very quick to criticise the appauling standard of journalists who report more often mis report aviation issues but are more than happy without any knowlage of the communications industry jump in with both feet making wlid assumptions.
Boeing will be engaging corporate communications experts, these people are the very opposite of
PR people.
PR is all about hyping a product and selling, Corperate communications is about getting the correct and sometimes quite low key message in front of the public and counteracting the hysterical reports in the press that you get after any crisis that goes public.
What the corperate communications people will try to do for Boeing is a slow and subtle improvement of their public image, this has to be based in truth otherwise it will backfire very badly and further damage the brand image.