The Wow Factor: Larry Ross: CEO of A. Larry Ross Communications

Larry Ross: CEO of A. Larry Ross Communications | How To Communicate With Your Audience

Jul 21, 2021

Larry Ross is Founder & CEO of A. Larry Ross Communications (ALRC), a Dallas-based public relations firm he founded in 1994 to provide crossover media liaison at the intersection of faith and culture. He has more than 45 years of mainstream and Christian corporate, agency, and non-profit experience influencing public opinion through the power of story by providing senior strategic P.R. consultation and ongoing representation for organizations and individuals on a mission for God or the common good.

Larry joins me on the show today to discuss his work with the legendary Billy Graham, including how he became involved in codifying the great man’s legacy. He shares his insights into what it’s like to lead influential leaders and the importance of staying ahead of the curve and controlling the narrative as their representative. Ross also explains how he helps high-profile clients to communicate in their voice and understand their audience.

"The gospel isn't a set of doctrine or dogma or an argument. The gospel is a person; it’s Jesus. And because Jesus is God, God is love. The gospel is about love.” - Larry Ross

“Jesus is the common denominator, not the differentiator.” - Larry Ross

“I was never called to preach. But what we do, I believe, is every bit as much ministry in helping to extend the influence of these Christian leaders and the impact of the organizations they lead through the media.” - Larry Ross

This Week on The Wow Factor:

How the legendary Billy Graham helped Larry name his fledgling company
How Larry’s early PR career set him up for his later calling
What it’s like working in a hostile media environment sharing an important message for high-profile clients
Larry’s work with Billy Graham, the leadership he saw from him, and the qualities that he believes makes great leaders so inspiring
Larry’s take on the idea that we are more blessed to give than receive
Larry’s work with Doug Coe and what he learned about faith through their relationship
Why he found it such a challenge to develop a work-life balance and how he eventually learned to slow down

Larry Ross’s Words of Wisdom:

Leaders have to consider what they want to lead with, what their central message is and how they plan to get it out there. It's essential to remember that Jesus didn't have to be where things were happening — He made things happen wherever he was, and the same applies to us.

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