PPRA: Larry, tell us a bit about your background and how you got your start in PR.
LR: Following high school, I worked as copyboy at the old Philadelphia Evening and Sunday Bulletin. I attended Temple University during day (where I received a BA in Political Science) and simultaneously worked as a full-time nightside reporter. I wrote features, worked rewrite and covered the police beat. After leaving the Bulletin, I went to the City of Philadelphia in the City Representative’s Office, and my prime responsibility was the Police Department and Commissioner Frank L. Rizzo, who eventually transferred me to PPD payroll when layoffs were threatened by the city.
My wife, Flora, is a RE/MAX associate broker and real estate teacher at Temple’s Real Estate Insittute. I have two children: Stephen, who is a track coach at University of North Carolina, and Leslie, who is a real estate agent for RE/MAX.
PPRA: Who are your clients and/or what projects are you working on right now?
LR: With a recent reduction in my workload (self imposed), my current clients include AlliedBarton Security Services, Philadelphia Police Foundation, Pinnacle Venue Services, and GFS Associates.
PPRA: What is your favorite part about your job?
Working with quality people who represent quality products or services.
PPRA: What was your latest and greatest accomplishment at your job?
LR: My most recent accomplishment was with the Philadelphila Police Foundation. I coordinated a press conference at the Police Headquarters to announce a new K-8 school scholarship program for children of police officers who were killed or permanently injured in the line of duty. I also created many media coverage opportunities in the past for Ringling Bros., Monster Jam, Lippinzoner Stallions, Ice Capades, Moscow Circus, etc.
PPRA: What one piece of advice would you give to your fellow PR pros?
LR: If you believe in your client and its product/service, your work will reflect that sincerity and result in a positive image with the public.
PPRA: What’s your favorite spot in Philly?
LR: Kimmel Center for the Philadelphia Orchestra.
PPRA: How do you take your cheesesteak?