A. Larry Ross Communications Announces Next-Generation Leadership: Founder’s Son Richard Ross Appointed President
Agency Seeks to Steward Unmatched Legacy in a Digital-First Environment
DALLAS, Feb. 17, 2026 — A. Larry Ross Communications (ALRC), an award-winning public relations and strategic communications agency co-founded in 1994 by Larry and Autumn Ross, today announced the appointment of their son, Richard Ross, as President. The appointment marks a significant multi-generational transition for the firm, positioning the Agency to expand its legacy of message stewardship in today’s rapidly evolving media landscape.
“For more than three decades, ALRC has been entrusted to provide strategic consultation to a wide range of leaders and organizations and representation of their timeless messages at the threshold of faith and culture,” said Larry Ross. “Bringing Richard into the role of President reflects both continuity and calling — honoring what has been built while strategically positioning the Agency for the future.”
As CEO, Larry Ross will continue to provide vision, counsel and leadership for the Agency and its clients – allowing the Agency to steward its unmatched legacy while developing new opportunities to creatively engage the culture.
“I am humbled and honored to step into this role with deep respect for the Agency’s legacy and a clear sense of responsibility for its future,” Richard said. “The role of media in public life has shifted dramatically over the past three decades, yet our mission remains the same: to cut through the noise with clarity under pressure, integrity in public communications and creative digital solutions that make a real impact. We will continue to build on that foundation as we capitalize on new opportunities to share timeless truth and deeply rooted conviction in an ever‑changing digital environment.”
Richard Ross brings a distinctive and longstanding background to his leadership, having grown up alongside a national PR agency that began in a spare nursery just down the hall from his childhood bedroom. Shaped by years of observing high‑level strategic communications and learning from his father, Richard has built his own professional path in brand strategy, marketing and creative leadership.
Most recently, Richard and his wife Layne co-founded Holy Water, a consumer water brand, bringing entrepreneurial experience in building products, audiences and brand identity. He previously served as Creative Director for menswear brand Mizzen+Main, where he helped define the brand, lead creative direction and develop innovative, integrated marketing efforts. He started his career launching a successful video production company, providing digital marketing services to clients in multiple verticals.
A graduate of Baylor University, Richard is passionate about helping ministries, leaders and Kingdom‑influenced organizations fulfill their highest calling and translating conviction into meaningful impact at the threshold of faith and culture. Before stepping into the role of President, he served as a creative consultant for ALRC, partnering with a diverse range of clients involved in fundraising, leadership development, Christian entertainment and technology.
As President, Richard will focus on merging the Agency’s core strengths in strategic messaging and public relations with a digital-first mindset, incorporating new technologies to impact a changing culture while building upon ALRC’s strategic foundations. The inter-generational nature of this leadership transition reflects the Ross family’s ongoing commitment to message stewardship: guarding and amplifying the messages entrusted to its clients while translating deeply held convictions into clear, trusted public expression.
The ALRC team brings decades of experience guiding clients through public relations, digital communications, content strategy, entertainment publicity, crisis communications and reputation management. The Agency will continue to partner with mission-driven leaders and organizations to steward their message faithfully and effectively, especially in moments when clarity and trust are most needed. For more information about A. Larry Ross Communications visit: alarryross.com.
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About A. Larry Ross Communications
A. Larry Ross Communications (ALRC) is an award-winning, full-service public relations and strategic communications agency founded in 1994. With experience spanning more than five decades, the Agency has partnered with more than 2,500 mission-driven leaders, organizations and creators to clarify their message, strengthen their platforms and steward their public voice with integrity at the threshold of faith and culture.
For More Information Contact:
Julie Shutley julie@alarryross.com