Countrywide to launch PR campaign

(NEW YORK) CNNMoney.com -- Countrywide Financial Corp., will launch an aggressive new campaign aimed at repairing its image following this summer's subprime debacle, according to a transcript of a conference call obtained by the Wall Street Journal.

Andrew "Drew" Gissinger III, Countrywide's executive managing director of residential lending, organized the call involving 250 "opinion leaders" from within the company.

Gissinger said the campaign will respond to the spate of negative press the company has seen lately, what he referred to as, " the continued unwarranted attacks regarding our viability."

"It's gotten to the point where our integrity is being attacked, NOW IT'S PERSONAL," Gissinger said, according to the Journal.

Countrywide (Charts, Fortune 500) has hired public relations firm Burson-Marsteller to coordinate the effort, according to the transcript. The campaign will be directed internally and externally.

The internal campaign will feature a series of town hall meetings where employees will be asked to sign a "Protect Our House Pledge." Wristbands stamped with the slogan "Protect Our House" will be distributed in exchange for signing the pledge.

The external campaign, "Protect Your House," is aimed at reassuring existing customers through extensive media outreach efforts, as well as direct communication with Countrywide's partners, the transcript said.