PR effort to build up a Household name

PROSPECT HEIGHTS, IL: As part of an initiative to boost awareness

of its 123-year-old brand, consumer lender Household International has

promoted its IR officer, Craig Streem, to the new role of VP, corporate

relations and communications.

Streem will report directly to CEO Bill Aldinger and work with agency of

record Edelman Worldwide to create media relations programs targeted to

national financial publications, and community relations programs

highlighting consumer education for Household's middle-class consumer


'Hopefully in addition to raising awareness, we can impact the ability

of working-class folks in the US to deal more effectively with their

finances,' said Streem.

Streem also hopes to bring media attention to company's


Household gives to the United Way and other charities. In addition, it

gives its 14,000 local offices in 14 states leeway to make their own

local philanthropic investments.

The company is also considering corporate advertising to further boost

its visibility.

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