LOS ANGELES: Unisyn Software, a provider of automation software for Windows-based computer systems, has hired Gerald Ansel in the new role of PR director.Ansel, who will report to CEO Dustin Snell, will be responsible for driving PR programs and marcomms efforts promoting the company's flagship product, AutoMate. AutoMate is a software product designed for the automation of front- and back-office IT tasks. The hire is part of an effort by the company to reach out to trade press. "Having amassed a user base of more than 10,000 happy customers, we felt now was the time to tell our product story in a more proactive way," said Snell. Before joining Unisyn, Ansel ran his own PR consultancy. From 2001 to 2003, he was PR manager for Best Software's mid-market accounting products division. He also worked as PR manager for broadband-services provider Zyan Communications, and spent several years in supervisory and account management roles with The Bohle Company and MS&L/LA.