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Phil Cooke Podcast

Apr 14, 2021

Ever wonder how to gain positive publicity for your ministry, book or film project? In Phil Cooke’s interview with senior public relations strategist A. Larry Ross, you’ll find out how to navigate public relations to gain media coverage while understanding the tactics for crisis management. Pastors and ministry leaders as well as filmmakers will benefit from the insight Phil and Larry share to get your story told in media.


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*More About This Episode* Public Relations and Crisis Management for Leaders: Interview with A. Larry Ross

CEO and founder of A. Larry Ross Communications, Larry offers specific steps pastors can take to get your story told in media and become a go-to source for news reporters in your community.


  1. Get to know the media people in your community.
  2. Help them do their job by bringing them something of interest and relevance to their audience.
  3. Be prepared to speak into stories they’re already covering. Become an authoritative resource or source expert for them.
  4. Don’t forget the power of an op ed piece. If you have a burning thought on a story they’re already covering, pitch it.
  5. Build your digital footprint by using the tools available to you such as social media, online blogging, etc.


Crisis Communications: Phil reminds pastors and leaders that it’s not if a crisis will happen, it’s when will it happen. Every church or ministry needs to understand it could happen and be prepared with a crisis management plan. The question is: Do you want your story out there or live at the mercy of everybody else’s version of the story?


Larry emphasizes that the key is to have a pre-emptive plan in place, which includes a crisis management team, a designated spokesperson, a statement on a per inquiry basis. Acting swiftly is key, along with transparency, without feeling a need for full disclosure.


Larry Ross is Founder and CEO of A. Larry Ross Communications, a Dallas-based full-service public relations firm founded in 1994 to provide crossover media liaison at the intersection of faith and culture. In 2016, he served as Communications Director for Dr. Ben Carson and his presidential campaign.


Ross, whom Newsweek magazine headlined as “Point Man for God,” has more than 40 years of mainstream and Christian corporate, agency and non-profit experience influencing public opinion through strategic PR counsel to organizations and individuals. These include evangelist Billy Graham, Dr. Rick Warren, Bishop T.D. Jakes and many other national and international Christian leaders; and theatrical film releases, such as “The Passion of The Christ.”


Interested in finding out more about book publicity, crisis management or spokesperson training? Contact A. Larry Ross:



Twitter @ALarryRoss

Instagram @thealrc

Facebook @ALarryRossCommunications