Parry Headrick

Crackle PR

Crackle Communications is a tech public relations agency that works with good companies only. We know communications, social media, branding and creative services cold. We’re a remote-first PR agency built for now, with deep experience connecting stories to their audiences. Warning: we’re transparent, picky and fearless.

Founder 

March Communications

I ran the marketing, communications and new business functions for award-winning PR agency March Communications. With offices in Boston and Chicago, March is an integrated tech PR firm that works with innovative brands determined to change their respective industries for the better.

Senior Vice President of Marketing & Communications

Matter Communications

At Matter, I was charged with telling the company's unique PR and social media story via traditional marketing and public relations channels, as well as via an array of social media platforms. I'm also a driving force in attracting new business via content marketing, and working closely with all teams and agency principals throughout the pitching process at this rapidly growing PR firm north of Boston, with offices in Providence, RI, Portland, OR, and Boulder CO.

I wholly subscribe to Matter's philosophy: "Do the right thing." That means ensuring client delight, stoking staff engagement and doing good works in the local community. This mantra has resulted in the company growing year-over-year for the past several years. Cool.

Vice President of Marketing & Communications

SHIFT Communications

I led the Agency's coast-to-coast marketing & public relations efforts to stimulate brand awareness, leverage client successes, and gain significant market share nationally.

I was also a creative force in attracting and winning new business across a broad cross section of consumer and technology accounts. My high-level public relations and social media ideas compelled prospects to choose SHIFT.

Client experience: AOL, Sony Online entertainment, Logitech, Club Med, Bing, Virgin Mobile, Novartis, Johnson & Johnson, H&R Block, Akamai, Nuance, Yelp, Novell, WebTrends, Wells Fargo, Oakley Sunglasses, Quiznos, etc.

I've done it all: journalism, PR, community manager, marketing and sales. Fluent in all things social media.

Vice President Marketing

Director of Sales and Marketing

Sterling Hager

I performed account management for a number of Boston and silicon valley technology companies.

Account Manager

Waterbury Republican-American

I was a general assignment reporter covering human interest stories, politics and current events. My byline regularly appeared on page one of this Pulitzer Prize -winning newspaper.

General Assignment Reporter

Founder at Crackle PR ⚡️Text me if you need tech PR: 415.246.8486

I am the founder of Crackle PR, a public relations agency that works with good companies only. With over 20 years of experience in the PR industry, I have led marketing, communications, and new business functions for award-winning PR firms, serving clients in the B2B and consumer sectors. I have a passion for connecting stories to their audiences, using communications, social media, branding, and creative services.

As a PR agency leader, I am transparent, picky, and fearless. I do the right thing for my clients, my team, and my community. I am a big idea guy, a stellar writer and content creator, and a media trainer and counsel to the C-Suite. I am always looking for new challenges, opportunities, and collaborations in the tech PR space. Text me if you need tech PR: 415.246.8486.

👉 FACT: When a sitting president jabs his finger in the face of a female reporter and scolds “QUIET, piggy!” it’s not “tough talk.” 

It’s cowardice.

And the timing couldn’t be more telling: 

this exchange happened on Air Force One on the eve of the House voting to release the Epstein files. 

The optics are just batshit:

The world’s most powerful man, lashing out at a woman, at the exact moment the country is demanding transparency about who in his orbit enabled one of the most prolific predators of our time. 👇

No matter your political leanings, no matter who you voted for: 

we should all agree that this treatment of female reporters is boorish and highly unbecoming of anyone. 

But especially for the President of the United States. 

It must not be normalized. 

It must not be tolerated. 

It must be condemned. 

Loudly. 

This is the way ✊

Founder at Crackle PR 🎙️ Text me for tech PR: 415.246.8486

Bibi the Link Builder

PR in 2025 is fun 🤪

CMO: “So tell me, which reporters do you have strong relationships with in our space?” 🤷‍♀️

PR pro: “Plenty, but that doesn’t matter to be honest. ”

CMO, smiling: “I’ve read Parry Headrick’s LinkedIn posts, too. You’re going to say it’s because ‘the only thing that *really matters* is a strong story,’ right?”

PR pro, also smiling: “You’re good, but not quite.”

CMO: “Oh? Okay, lay it on me.”

PR pro: “It doesn’t matter now because all of the reporters you’d care about have been pretty much been laid off.”

CMO: 🤨

PR pro: 😐

CMO: 🤨

PR pro: 🫤

CMO: “Whoa. So what now?”

PR pro: “What we do now is pitch killer stories to the people who replaced our longtime contacts. But we also branch out to all of the legacy reporters who now do podcasts and publish for themselves on platforms like Substack and beehiiv “ 

CMO: “Interesting. Seems like more work than how it used to be. Is it as effective?”

PR pro, smiling: “It’s only as effective as—wait for it— the *strength of your story*.”

CMO, also smiling: “I see what you did there.”

PR pro: 😎

This is the way ✊

LinkedIn

Sarah Chappell

💥 DON’T: hire a PR agency if you don’t have anyone internally able to focus on it. 

DO: hire an agency when you prioritize PR as a key business driver. 

This is the way ✊

👇

💥 Just downloaded Muck Rack’s “What is AI Reading?” report. 

If you’re in comms, you need these insights. 👇

😮 Non-paid media accounts for 94% of links cited by AI

😮 82% of links cited by LLMs come from *earned media*

In other words, PR isn’t a nice to have in the age of AI. 

It’s a straight-up performance channel. 

Vroom vroom 

🏎️💨

This is the way ✊

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