As Hewlett-Packard makes another strong push into the consumer-electronics market, the company has hired Lorraine Rossini Hamby as its new director of consumer PR. Rossini Hamby will oversee PR for all consumer-facing products, from PCs and printers to digital cameras and MP3 players.She previously worked at Intuit as a group manager on the corporate communications team. Rossini Hamby's arrival at HP finishes a realignment of the in-house PR team the company began earlier this year. Previously, HP's PR teams were aligned around its three business units (enterprise and services, printing and imaging products, and personal-computing products). Now, PR directors will focus on specific audiences, and may find themselves talking about the same products to different audiences. Four directors now oversee PR aimed at enterprise, public sector, small and medium business, and consumer audiences. HP did this "to be closer to the customer," said Monica Sarkar, director of international media relations. In late August, HP unveiled a slew of new consumer products, including a digital entertainment-centric PC, new cameras and printers, its first flat-panel televisions, and its HP-branded version of Apple's iPod. "Looking at the big picture, our goal is to make HP a household brand for consumer electronics," said Rossini Hamby. "We're going to be talking a lot about innovation, as well as how HP is a trusted brand. We also want to focus on how people can tie all of their digital entertainment together with these products, that they can integrate all their digital entertainment with HP." Executive search firm Flesher Associates placed Rossini Hamby at HP.