05/18/2026
As we turn the corner from the first 20 PR pros to be recognized in honor of PRSA’s 75th anniversary, Larry Weber — a Boston (and far beyond) legend — is next. Here’s what Larry shared about the industry.
What have been the highlights of your career?
One of the highlights of my career was building the Weber Group into the largest tech PR firm in the world, which evolved into Weber Shandwick, one of the largest PR firms globally. And then to start again by founding Racepoint Global and building what I believe is one of the strongest B2B boutique agencies in the business.
Beyond agency growth, I’ve been fortunate to work on some transformative products and companies. Early on, I worked with Lotus Notes, a software program that really changed the way people used computers and collaborated in the workplace. I also helped introduce AOL when many believed it would rule the internet, and launched SAP across 15 markets worldwide as it grew into one of the most important enterprise software companies in the world.
Another highlight was helping launch HTML and the early “World Wide Web” alongside Sir Tim Berners-Lee at MIT. At the time, few people could have envisioned how quickly that technology would reshape society. Soon after, I worked with General Motors on OnStar, one of the first examples of connectivity in auto.
I’ve also had the privilege of working with many of the pioneers who shaped the technology industry, including Steve Jobs, Nicholas Negroponte, Andrew Grove, Reid Hoffman, Mitch Kapor, Steve Case, and others. I’ve also worked closely with outstanding journalists from the likes of The Wall Street Journal and The New York Times.
What is your current role and why did you choose public relations as your career path?
Today, I serve as Founder and Chairman of Racepoint Global. I didn’t intentionally choose public relations as a career, it happened somewhat by accident. I studied literature and writing and initially taught prep school. A friend’s father, who was a Fortune 500 CEO, asked me to write a brochure and paid more than I made teaching in a year. He told me I’d be good at public relations because it was really about storytelling and helping companies explain what they do. That connected naturally with my literature background, because I’ve always believed every company needs a good plot if they want to tell a compelling story.
PRSA Boston has revived our Young Professionals Network. What advice would you offer someone who is just starting out in the industry?
Young professionals need to understand how technology is reshaping communications, especially generative AI. AI will be useful for research, summarizing information, identifying trends, and helping create stronger first drafts. It can remove the routine work and give professionals more time to focus on areas like strategy and creativity. That said, I don’t believe AI will instantly transform everything overnight. It will be an important tool that gradually improves how we work.
The professionals who will stand out are those who combine new tools with strong communications skills. The ability to tell a compelling story will always matter, alongside trust and relationship building.
How is PR different today than it was when you entered the business in 1980?
The media landscape has become far more distributed. Traditional outlets like major newspaper editorial pages no longer carry the same singular influence they once did. Today, an individual creator or niche voice can have tremendous power over consumer decisions. Audiences now discover information across social platforms, podcasts, newsletters, search, and peer networks in addition to traditional media. Success in modern PR requires understanding where influence truly lives and how audiences consume inform.
