Public Relations Leader Ronald Hanser 

Chapter entitled “PR for People in Corner Offices” provides PR insider’s perspective 

DES MOINES, Iowa (May 9, 2007) - Ronald Hanser, APR, president of West Des Moines-based Hanser & Associates (H&A), wrote a chapter for the new book, “Inside the Minds: Developing Public Relations Campaigns” published this month by Boston-based Aspatore Books, America’s largest publisher for C-level corporate executives. 

Aspatore describes the book as an authoritative, insider's perspective on the key strategies for creating, implementing and benchmarking successful PR campaigns. Featuring presidents and CEOs representing some of the nation's leading PR firms, the book provides an overview of the key steps and considerations involved in planning and launching PR programs. 

Hanser is one of only 10 public relations industry leaders in the United States chosen to contribute to this book; selection was due to Hanser’s roles as global chairman of Pinnacle Worldwide and H&A president. 

Aspatore describes these 10 authors as “… top PR experts on implementing a PR plan, benchmarking success and achieving client goals.” 

“Public relations is a big part of the corporate CEO’s responsibility,” said Hanser. “I was honored to describe how CEOs are using PR to build their companies’ reputation, brand and sales.”

Hanser’s chapter – entitled “PR for People in Corner Offices” – mentions organizations with which H&A has been involved, including City of West Des Moines, Coach USA, Council of Public Relations Firms, GfK Roper Consulting, Good Samaritan Hospital, Greater Des Moines Partnership, Iowa Health System, Pinnacle Worldwide, Public Relations Society of America, Qwest, Redstone Communications, The Wall Street Journal, Word of Mouth Marketing Association and others. 

The book can be purchased by visiting www.aspatore.com/store or retail bookstores and online sellers including Amazon.com, BN.com and Borders.com. 

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ABOUT HANSER & ASSOCIATES 

Hanser & Associates (H&A) is a national public relations firm that helps companies build and maintain relationships with the people who are important to their future. H&A is headquartered in West Des Moines, Iowa, has an office in Omaha, Neb., and affiliated offices in more than 30 countries worldwide through the firm’s partnership in Pinnacle Worldwide, Inc. The firm has been nationally ranked among the top independent PR firms in Midwest cities, named “Best Public Relations Firm” in Central Iowa seven consecutive years and has won more than 40 international, national and local awards for its public relations work, including the Public Relations Society of America's "Best of Show" and two national Bronze Anvils - the "Oscars" of PR. H&A has a strategic alliance with Redstone Communications, an Omaha-based advertising agency. The two firms share offices in West Des Moines and Omaha. Visit www.hanser.com for more information.   

ABOUT ASPATORE BOOKS

Aspatore Books is the largest and most exclusive publisher of C-level executives (CEO, CFO, CTO, CMO, Partner) from the world's most respected companies and law firms. Every year, Aspatore’s three operating divisions publish more than 300 different books, reports and briefings. Aspatore Books is headquartered in Boston, Massachusetts, with employees around the world. Visit www.aspatore.com for more information.   

Excerpts from “PR for People in Corner Offices” 
by Ronald Hanser, president, Hanser & Associates

“Public relations is a big part of the CEO's responsibility.”

“The role of a good PR firm is to help a company manage its reputation. A PR firm works with the corporate team to nurture their best interests, support their endeavors and communicate their strengths with their constituents. PR is essential and ongoing.”

“Spotting clients’ future needs (before they do) is no small task, but we often are able to get a ‘glimpse of the future’ through our interaction with our affiliated public relations firms around the world who are members of Pinnacle Worldwide, the world’s leading network of independent public relations firms. Then, our strategy is to ensure that we have the right staff and systems to deliver.”

“Potential clients often ask why they should invest in public relations. That’s easy: We tell them PR is an essential component to any successful business. Why? In short, it is all about reputation. How do you want the public to understand who you are and what you do? A good reputation brings top-qualified customers and employees to you. A bad reputation keeps them away.” 

“… one of the ‘biggest developments’ to emerge in this decade – the recognition that word of mouth can be predicted, activated, managed and measured. Public relations firms are uniquely ready for the conversation.”

“Even consumer goods companies like Proctor & Gamble are declaring the superior return on investment that PR affords in our ‘post-mass media world.’ And that type of endorsement will likely bring a shift in the allocation of the nearly $475 billion spent globally each year on marketing.”

“Client service is really all there is to our business … and it grows business with existing clients. We have found that profits follow revenues when we have a good relationship with the client.” 

“One word – specialization – has been our silver bullet… Clients tell us that they chose Hanser & Associates (over other firms) because we are public relations specialists, we have the connections and relationships (with influential news media, business leaders, elected officials, etc.) that they need…”

Quotes from North American business leaders and H&A clients regarding Hanser’s chapter, “PR for People in Corner Offices” … 

“PR for People in Corner Offices reflects Ron Hanser's decades of experience in helping CEOs and other organizational leaders through scores of tough times.  The common sense and PR advice offered in Ron's chapter is certain to assist many others in similar situations.  It's easy to see why leaders around the world value his advice.” – James M. Zahnd, Partner, OnPoint Advocacy & Strategic Communications, Hot Springs Village, Ark. (former VP of Public Affairs, Iowa Health System)

“Ron Hanser offers an impressive summary of PR philosophies, especially market engagement through ‘conversations.’  CEOs are well-advised by Hanser to recognize the value of creating trust and advocacy through online conversations, word-of-mouth, and other dialogue-based marketing.” – Bill Lindstrom, CEO, Association of Film Commissioners International, Cheyenne, Wyo.

“Like the book says, the integration of PR strategies by Hanser & Associates was essential to the successful introduction of Coach USA’s new megabus.com intercity bus service brand in the United States in 2006. PR strategies made it possible to take a product category with a somewhat conservative image (intercity bus transportation) and give it one of being value-added, convenient, urbane, contemporary, even hip and cool! The domino effect of stories about megabus.com’s consumer benefits and competitive differentiation greatly increased brand awareness within the market area as well as throughout the USA at a significant media cost savings.” – Michael Alvich, VP-Sales & Marketing, New York Gray Line / New York Sightseeing, a Coach USA Company, New York, N.Y.

“Ron Hanser tackles the tough questions emerging in our industry in this chapter. He addresses everything from the value of public relations and techniques in word of mouth marketing, to the undeniable aspects of service in this industry and the need to fully immerse a firm in one’s community. Ron is thoughtful and thought provoking. This chapter is a must read for any PR professional – young and old.” – David M. Grant, APR, Fellow PRSA, President, LVM Group, New York, N.Y.

“Ron Hanser demonstrates why CEOs have been turning to his firm for many years. Hanser’s counseling style – neither arrogant nor sugar-coated – comes through in this treatise on public relations for those in the corner office.” – Ken Eudy, CEO, Capstrat, Raleigh, N.C.

“PR for People in Corner Offices is full of stimulating observations.” – Deborah Weinstein, President, Strategic Objectives, Toronto, Ontario

“Ron Hanser references Time magazine’s Person of the Year - 'You' , and shares insight on how the Internet has connected people and empowered everyone.  We share Ron's enthusiasm for this powerful new avenue to build brands and communicate value.” – Susan Ramsey, Senior V.P., Communications & Marketing, Greater Des Moines Partnership, Des Moines, Iowa