strings as reference parameters

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C++

hi, i've just been playing around strings and different uses for them and whatnot, and then i stumbled upon a weird anomoly. I got it in my head that it might be useful at some point to pass a string into a function as a reference parameter so you can just call a function that fills a string. Well, a reference parameter is basically just a pointer to the variable being passed and then every usage of that variable within a function is actually a dereferenced pointer right? well, strings are already pointers to the first character in the array of characters. so i figured, why can't you just pass the pointer and then change the value of the string like so:

#include <windows.h>
#include <iostream>
using namespace std;

void pass(LPTSTR herp);

int main (int argc, char * argv[])
{
	TCHAR herp[1024] = "";
	pass(herp);
	cout << herp << "   " << strlen(herp) << "\n";
	system("PAUSE");
        return 0;
}


void pass(LPTSTR herp)
{
	herp = TEXT("blah blah blah");
	cout << herp << "   " << strlen(herp) << "\n";
}

Here, i just passed the char* herp, and then tried to change it's value within the function. which worked! when i cout within the function, herp is indeed "blah blah blah" and contains 14 characters. but then, when the function ends, and the main resumes, and i cout there, herp is empty with 0 characters. So i just figure that when the function ends, it just clears the memory that was allocated during the lifetime of my pass function. So, the question, is there anyway to make the memory allocated during the pass function, stay there throughout the lifetime of my main function?

EDIT: weird, can't figure out why the c++ formatting hates that code. ah well, you get the picture.