Robin Kiely, the incoming head of comms at Ryanair, has pledged to build bridges with traditional media, but dismissed the value of social media engagement.

Kiely said that while other airlines had ‘tapped into social media’ platforms such as Twitter and Facebook, the sites ‘would not be helpful’ to Ryanair’s comms strategy.

The airline’s former comms manager this week steps up to what Ryanair dubbed ‘the worst job in PR’. He replaces Stephen McNamara, who is joining the Irish Rugby Football Union.