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   Larry Holmes
    Former World Heavyweight Champion

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Sports and celebrity publicist

Ar Lena Richardson’s personalized attention and stealth approach earns her an opportunity to publicize some of the world’s greatest athletes including

Larry Holmes, Mel Farr, Warren Moon, the late Bullet Bob Hayes, Ernie "Arrowhead" Holmes,  J. R. Richard, Johnny "The Jet" Rogers, Tony Dorsett, Cynthia Cooper, and the late Kim Perot.

 and recognizable business personalities.

Richardson launched the ar lena richardson agency in 1994. Her Houston, Texas based sports and Internet public relations firm has earned a track record for successfully using reputation management to brand and reinvent personalities, products, and organizations.

Prior to becoming a publicist, Richardson owned Upstyle, an affluent marketing consulting firm. She advised major charities and small businesses about identifying and targeting support from the affluent market. She created and facilitated a series of seminars called “Marketing to the Affluent and Influential.”

Richardson founded Upstyle in 1991, after a career with Arthur D. Little, Inc., the world’s oldest management and technology consulting firm. She was hired in 1985, after receiving a Bachelor of Science in Economics from Southern Methodist University in Dallas, Texas. She became the first professional female member of the Houston office. She was the first and only African American working in the office, during her five years with the company.

She began attracting recognition from opinion makers, in 1989, by providing a signature style of “society news” as a freelance editor for Houston Newspages and Houston Style, two of the City’s most read African American news and entertainment publications.  

 TEAM PUBLICIST

  In 1999, the Regional Football League (RFL) introduced the Houston Outlaws, a spring professional football franchise. After representing individual athletes from a variety of sports, including wrestling and women’s basketball, Richardson’s experience and reputation impressed the owners, and she became the team’s publicist. 

And although the RFL didn’t return for a second season in Texas, the Houston Outlaw’s public, media, and community relations, lead by Richardson, made a lasting impression on Houstonians.

Senior Executive

Richardson served as the chief operating officer of BlackAthlete.com, Inc. (BA) from February 2000 until March 2002. Along with her duties as COO, she served as editor in chief, until July 2001, for the New York based Internet start-up. BA provides definitive coverage about Black athletes from around the globe.  

Community LEADER

Noted as a community leader, Richardson’s accomplishments have been acknowledged by local, state, and national elected officials, including former President Bill Clinton and President George W. Bush. 

She has earned accolades from numerous organizations, including the United Way of the Texas Gulf Coast, NAACP, YMCA, National Women of Achievement, Alpha Kappa Alpha Sorority, Sigma Gamma Rho Sorority, HELP, Muscular Dystrophy Association, NFL Players’ Association, and Southern Methodist University Alumni Association.  

  Richardson serves on the Board of Directors of the Kids' Money Mart, an educational entrepreneurial program that provides students with volunteer on–the-job experiences to learn about earning and investing money.

  She has served on the Boards of The Children’s Museum, The Ensemble Theatre, Coalition of 100 Black Women, Sickle Cell Association of the Texas Gulf Coast, Black Public Relations Society, Young Professionals of Houston, The Support Center, Community Artists’ Collective, Alpha Kappa Alpha/Mu Kappa Omega, and the Houston Association of Black Journalists.

  Richardson, a native of Moss Point, Mississippi, is single with no children. She resides in Houston with her loyal companion Polo, a gregarious silky terrier.