Parry Headrick

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

I’m founder of Crackle PR, a b2b tech 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 sector. 

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. Text me if you need tech PR: 415.246.8486.

Founder 

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.

My LinkedIn feed is filled with copywriters desperate to find work. 

People say AI can’t replace human writing. 

Most folks say they use AI for ideation, feedback, etc, but not to actually *do the writing*. 

Maybe. 

But I’m seeing so much terribly boring, formulaic, insipid marketing copy and LinkedIn posts that I’m thinking the correlation is real:

Human writers are losing jobs to AI. 

We just aren’t admitting it yet because it feels icky to say. 

But I’ll die on this hill: 

Strong writing is now—and will always be—the number one trait I look for when hiring for my team. 

Because great writing is a massive differentiator in AI’s sea of sameness. 

Don’t sleep on the humans. 

This is the way ✊

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

💥 We don’t know if the economy is about to tank. 

But we do know this: 

PR isn’t a “nice to have” that can be cut to save costs any more. 🔪

Not this time. 

As CEO Gregory Galant of Muck Rack  correctly notes, PR is no longer just “brand-building”: 

It’s a performance channel. 

Large Language Models like ChatGPT heavily favor *earned media* in their answers to your questions. 

👇







Helllloooo, PR 👋


Vroom vroom 

🏎️💨

This is the way ✊

👋 PR pros: Don’t sleep on earning niche/industry coverage for clients. 

And this part is important AF:

All LLMs like ChatGPT and Claude, *do not cite earned media equally*. 

To wit: According to a study by Muck Rack, ChatGPT tends to cite large, mainstream publications in its answers. 

Meanwhile, Claude favors: 

-smaller pubs
-niche trade outlets 
-specialized media sources  

That’s a HUGE distinction. 

Another key point, according to Muck Rack: Claude defines “recency” differently

“ChatGPT, Google Gemini and Claude all have a bias toward recent content.

But the way they define ‘recent’ differs:

Claude has a citation sweet spot in the past 10 weeks, whereas ChatGPT shows a sharp citation drop-off after about one week. 

If ChatGPT rewards immediate visibility, Claude rewards sustained relevance…

For PR teams, this suggests:

✔️Coverage doesn’t “expire” as quickly in Claude’s ecosystem

✔️Stories published 2-4 weeks ago still have a strong influence

✔️A consistent drumbeat of earned media over several weeks may have a different impact compared to one big moment,” Muck Rack says. 

One thing is clear: earned media is more important than ever as LLMs gain prominence over traditional SEO. 

Final thought: 

**It’s critical for marketing & PR partners to use actionable, fluid data to win the visibility game over the long haul. 

Hat tip to Muck Rack for keeping it real ✌️

This is the way ✊

🚨 DON’T: Hire a PR agency if you don’t have the time or resources to truly partner with them. 

DO: Hire a PR agency when you prioritize it as a key business driver. 

Because it is. 

Especially now, when LLMs heavily cite *earned media* in their answers to “which company has the best ______?”

But PR agencies can’t do it alone.

You’ve gotta put skin in the game. 

This is the way ✊

👇

That feeling when Gartner predicts budgets for PR and earned media will 2x by 2027 as LLMs replace tratitional search☺️ 

This is the way ✊

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Austin PBS

Director, News and Public Affairs

Texas Oncology

Helping tell the compelling story of how Texas Oncology delivers high quality, compassionate cancer care to Texans -- with more than 500 physicians, 210 locations, and a total combined team of nearly 6,000. 

My role includes managing public relations, media relations, integrated social media and content, corporate communications, and internal communications,

Senior Director, Public Relations and Communications

Bryson Communications

I am an experienced communications professional offering writing and content services; communications and public relations counsel and strategic planning; and media and message training.

President

Established the in house public relations & corporate communications function at this large oncology practice, including: 

-Led comprehensive, integrated brand communications and public relations for large oncology practice (490+ physicians, 220 locations, 5,200 employees)
-Developed and implemented multi-channel content marketing/brand journalism approach; launched online News Hub, monthly email newsletter; established content creation processes to drive robust cadence
-Managed multi-faceted public relations agency program and activities, including budget management responsibility 
-Lead projects to:
>Revamp, enhance internal communications
>Update key patient education materials (patient care guide)
>Enhance media relations with revamped online newsroom, b-roll kit production, new story mining approaches
>Established communications metrics and reporting protocols
>Led internal and external communications response to COVID-19

Director, Public Relations and Communications

FleishmanHillard

Senior Vice President

Provided strategic public relations counsel and planning, tactical execution, and integrated communications program management, for Fleishman-Hillard clients such as Texas Oncology, General Motors, Chevrolet, Zillow, Yahoo!, Huawei, USAA, and others. Developed and managed numerous successful public relations programs, project and product launches, and ongoing initiatives, garnering significant trade, regional, and national media coverage. Promoted from managing supervisor to vice president in March 2005, to senior vice president in April 2007. 

Previously worked at Fleishman-Hillard/Dallas in 1999-2000.

MetaSolv Software, Inc.

Managed internal and external communications and public relations for telecommunications management software firm. Provided public relations and messaging support for marketing activities and trade shows in the U.S. and Europe. Managed ongoing media relations and industry analyst relations programs. Created and launched revamped internal online news bureau. Developed and launched employee-based community relations program. Managed financial communications including writing and production of annual report, and preparing quarterly earnings announcements, presentations, and executive preparation and scripting for quarterly conference calls. Managed communications for M&A activity.

Public Relations Manager

Entergy

Managed media relations and other external communications activities for Entergy in Mississippi; developed and implemented public affairs programs including liaison with utility industry group regarding TVA issues, and comprehensive strategic communications/public affairs programs regarding electricity competition; researched and wrote corporate-wide crisis communications plan.

Senior Communications Specialist

Mayor's Office, Jackson, Mississippi

Managed external and internal communications for the Mayor and municipal government of Jackson, Mississippi. Planned and executed numerous media events and press conferences; managed media relations including daily inquiries from print and broadcast media, and managed communications during key crises (e.g., city-wide water system failure, major workplace violence incident). Led revamp of internal newsletter, crime statistics public information strategy, and 911 public education campaign.

Communications Director

I am thrilled to be in a newly created role, helping lead news and public affairs at Austin PBS. There’s so much to figure out but some things are clear: continuing to earn the respect and trust of our audience and the communities we serve is a top priority. Also, we are committed to the highest standards for professionalism in journalism. Returning to my true vocation, being a journalist, is a great privilege and I’m equally excited and humbled to start this new chapter.


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