A. Larry Ross
Larry Ross is President of A. Larry Ross Communications, a full-service agency he founded in 1994 to provide cross-over media liaison emanating from, or targeted to, the Christian market. He has more than 39 years experience in mainstream and Christian public relations, providing senior strategic PR counsel at both agency and corporate levels to help individuals and organizations influence public opinion through the power of story.
Mr. Ross has diverse experience in all forms of promotion and communications, including extensive spokesperson training. He has developed national and international images for worldwide organizations, in some cases serving as primary corporate media representative. He has helped numerous groups conduct issues management, corporate positioning, and crisis communications and coordinate special events.
Following several years in the late 1970s as field spokesman for the General Motors Corporation, Mr. Ross has been involved with various public relations firms in New York, Philadelphia and Dallas. While in New York, Mr. Ross’ focus was media liaison with business press, including investor relations and financial public relations for the nation’s second-largest savings bank.
After several years there handling media positioning for baseball great Joe DiMaggio, he has served as principal spokesperson for evangelist Billy Graham, beginning in 1981. Mr. Ross’ mission is to “restore faith in media,” by providing “value-added P.R. that defines values” and gives Christian messages relevance and meaning in mainstream media.
Newsweek magazine headlined Mr. Ross’ as “Point Man for God” and a New York Times Magazine personal profile feature quoted him as saying his job is “…to find the sweet spot where faith and culture intersect.” His work includes consultation and ongoing representation for many of the world’s most influential Christian leaders, including Pastor Rick Warren; Christian ministries; churches; and national theatrical film releases, such as “The Passion of The Christ.”
A graduate of Wheaton College in Illinois, Mr. Ross and his wife Autumn have three sons, one daughter-in-law and one grandson, and live in Lewisville, Texas. You can follow him on Twitter at @ALarryRoss.