United Continental Holdings

United's newest crew member: Chief storyteller

United's newest crew member: Chief storyteller

United Airlines has been remaking its crew over the summer, bringing on a new president, chief financial officer and chief commercial officer in just the last two months. The latest addition: Chief Storyteller Dana Brooks Reinglass.

The title is a new one at Chicago-based United, said Jim Olsen, United's senior vice president of corporate communications.

United is about a year into a turnaround push under CEO Oscar Munoz. The airline is making progress, but that only goes so far if it can't get people to pay attention to "the new, united United," Olsen said.

"The idea is using stories to give employees and customers a...