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Lawrence Schack

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Dr. Larry Schack’s professional life has revolved around government affairs and public policy, and working with corporate clients on initiatives that cut across product planning and development, marketing, advertising and branding, and image and crisis management. He has a BA and MA in Political Science, and received his PhD in Government and Foreign Affairs from the University of Virginia in May, 2000. Dr. Schack is the Senior Vice President for Penn, Schoen & Berland Associates (PSB), a political and corporate public relations firm that built its now global reputation on bringing the latest communications consulting and market research innovations from each sphere to the other. PSB brings over 30 years of experience, and prides itself as specializing in bringing the lessons from the political campaign trail into the corporate boardroom to give their clients the strategic insights they need to beat the competition. PSB has a strong reputation with both corporate and political clients and was one of the first firms to help manage competitive positioning and communications strategies for political clients - from foreign heads of state to US political leaders. Dr. Schack's responsibilities at PSB have included starting the firm's Seattle office and implementing a sustainable business development strategy, and serving as a strategic consultant to various PSB clients on issues that span positioning, messaging and communications, reputation management, and branding and advertising. Schack also manages the firm's Tracking Business Unit and Marketing Sciences Department. Before rejoining PSB in the Spring of 2007, Dr. Schack was President of the Americas Region at Global Market Insite, a Seattle based company that provides a range of software applications and services to the market research industry. While there, Dr. Schack managed Client Services, Sales and Marketing teams, and had P&L responsibility for the Americas region. He was a member of the Executive Leadership Team and during his tenure the company posted 100% year-over-year growth.

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