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.

Repeat after me: 

“PR does not stand for Press Release”



🫳

🎤



This is the way ✊

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

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💥 We don’t know if the economy is about to tank, and everything feels crazy. 

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 ✊

“The Party told you to reject the evidence of your eyes and ears. It was their final, most essential command.”

We must film everything. 

Even if we’re scared. 

It’s the only way to hold accountable the *secret police killing American citizens* like I.C.U. nurse Alex Jeffrey Pretti.

This is the way ✊

Tech Reporter: “Is there *anything else* I didn’t ask during this interview that my readers should know?” 🤷‍♀️

CEO: “No, I um, I think we covered just about everything.” 

PR pros: 😩

Wrong answer, CEO. 

When a reporter offers you a *layup* at the end of an interview…

… You best SLAM DUNK your most powerful message. 

To let that opportunity pass is a dereliction of your most important duty: 

🌟 storytelling for your brand 🌟

This is the way ✊

graphical user interface, text, application

Your new website isn’t newsworthy. 

I’m sorry. 

This is the way ✊

Not to brag, but my middle name is Reid. 

So I’m literally PR Headrick. 

From birth. 

This is the way ✊

💥 Muck Rack’s CEO Gregory Galant is my spirit animal. If you’re in comms, you need to follow him. 

Consider this absolute banger: 

“In Muck Rack’s What Is AI Reading? December 2025 report, we found that *82% of links cited by AI come from earned media*. In many ways, this reinforces the fundamentals PR has always been built on.”

Hard agree. 

The difference is, as he put it in a different post, now PR can’t be reduced to a “nice to have” during tough times. 

Not any more. 

Your CMO needs to understand that forevermore, in the age of AI answers, PR is a legit performance channel. 

Put that in your pipe and smoke it. 

This is the way ✊

I’m a corporate and brand communications and PR leader who builds programs that connect storytelling and earned media to reputation and revenue growth.

I’m seeking a full-time role with an in-house team as Director / Senior Director, or a PR agency as Senior Vice President / Executive Vice President / Managing Director.

Here's how I can help you:

Over 15+ years, I've enabled 7 Fortune 500 / 1000 global pharmas and 15+ biotech and life sciences companies to show how they are solving clinical, patient care, commercial, and market access challenges.

I've guided companies from stealth to go-to-market (GTM), across data + regulatory milestones from pre-clinical to approval, through IPO and M&A, and launched 14 products in 22 countries, in therapeutic areas including: cardiometabolic, oncology, rare disease, neuroscience, vaccines, women's health, respiratory, and MedTech / health-tech.

The stories and strategies I create build brand equity and drive commercial growth:

Increased revenue: $300 million in NRx in 6 months; drove commercial growth for a diagnostic by 50% in 2 years; grew an RWE provider's market share by 12% in 1 quarter; overcame slow uptake for a biotech, increasing revenue in 10 markets.

Crisis response: Mitigated the impact of watchdog petitions, data integrity challenges, opposition research, CEO resignation, pricing/access, regulatory (FDA, SEC).

Earned media: In-house head of communications, external spokesperson, executive messaging, CEO media trainer, social media.

Regulatory strategy: Led 15+ brands through Ad Com, IND, NDA, PDUFA, CRL, Boxed Warning, recall.

Improved access: Expanded payer coverage in 5 states for a life sciences company.

Internal communications: Employee engagement, executive visibility; built global workflows to improve productivity. 

Scientific storytelling to create positive business impact: I drive purchasing + prescribing via earned + social media and thought leadership.

Lead global brand portfolios, counsel and media train CEOs, oversee P&Ls, mentor teams of 12, and manage $40M+ budgets and team staffing.

I’m also a new business development leader for agencies, with $25+ million in revenue wins, organic growth of 16 accounts, $5+ million revenue generated by creating new offerings, new client wins in 10 countries, built relationships with 4 procurement teams, led multiple RFP wins, and guided teams to 6 consecutive years of improved client retention and satisfaction scores.

Let's connect. I bring scalable solutions to solve real-world communications challenges and create tangible revenue.

Joshua Mansbach

A few years ago, I took on a new client: a small, privately held company that hadn't issued a press release in over a year.

Their expectations for PR were as follows: “Media coverage. National print and TV - definitely CNBC."

(𝘔𝘦: “𝘐’𝘭𝘭 𝘫𝘶𝘴𝘵 𝘣𝘶𝘪𝘭𝘥 𝘺𝘰𝘶 𝘢 𝘤𝘢𝘴𝘵𝘭𝘦 𝘰𝘯 𝘵𝘩𝘦 𝘮𝘰𝘰𝘯. 𝘛𝘩𝘢𝘵 𝘮𝘪𝘨𝘩𝘵 𝘣𝘦 𝘦𝘢𝘴𝘪𝘦𝘳.“)

What I actually said was what all smart PR pros should: “Unless you literally cured cancer, that's not happening…yet.”

(𝘌𝘮𝘱𝘩𝘢𝘴𝘪𝘴 𝘰𝘯 “𝘺𝘦𝘵,” 𝘣𝘦𝘤𝘢𝘶𝘴𝘦 𝘪𝘵 𝘤𝘢𝘯 𝘣𝘦 𝘥𝘰𝘯𝘦. 𝘛𝘩𝘦𝘳𝘦’𝘴 𝘰𝘵𝘩𝘦𝘳 𝘵𝘩𝘪𝘯𝘨𝘴 𝘵𝘰 𝘥𝘰 𝘧𝘪𝘳𝘴𝘵.)

When you’re in this spot with a client (and someday you will be), manage their expectations with this approach: play the earned media long game using small, incremental wins that position you for the top-tier hit.

𝗛𝗲𝗿𝗲’𝘀 𝗮 𝗣𝗥 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗿𝗼𝗮𝗱𝗺𝗮𝗽 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗳𝗿𝗼𝗺: 

𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲: Establish/refresh media presence to make up for the radio silence. 

𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Create a pipeline of earned and owned media and thought leadership opportunities to build visibility in trade outlets and online.

𝗧𝗮𝗰𝘁𝗶𝗰𝘀: 
✅ Pitch corporate news to industry trade media. 
✅ Publish owned content. 
✅ Secure speaking opportunities.
✅ Publish peer-reviewed research. 
✅ Win credible industry awards. 
✅ Earn AI search visibility. 
✅ Have a presence at investor conferences. 
✅ Publish IP. 

Simultaneously, find the right producers at CNBC and relevant editors at national print outlets. 

Learn their beats, then reach out to make an introduction for the company.

❗𝗗𝗼𝗻’𝘁 𝗲𝘅𝗽𝗲𝗰𝘁 𝗰𝗼𝘃𝗲𝗿𝗮𝗴𝗲 𝗮𝘁 𝘁𝗵𝗶𝘀 𝗽𝗼𝗶𝗻𝘁. 𝗝𝘂𝘀𝘁 𝗯𝘂𝗶𝗹𝗱 𝗮 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽. 

Track their stories over time. Reach out occasionally and give them something – an insight, or a resource. Don’t expect anything in return yet. 

Eventually, there will come an opportunity to pitch a story that adds value for them and their viewers/readers.

That’s when you can make your move.

You’ll have established credibility, you’ll show that you know what the editor needs, and you’ll pitch a story that adds value by demonstrating how your company is solving an industry problem.

Now go celebrate with your client. You got the coverage they wanted. 

++++++++++

Hi, I’m Joshua. I post daily PR strategy tips. Follow me here for ideas on how to turn communications into revenue, and subscribe to my Substack where I write about the intersection of storytelling and communications strategy: 𝘫𝘰𝘴𝘩𝘶𝘢𝘮𝘢𝘯𝘴𝘣𝘢𝘤𝘩.𝘴𝘶𝘣𝘴𝘵𝘢𝘤𝘬.𝘤𝘰𝘮

I’m actively exploring new roles, so if you need a story to make your company memorable and a communications strategy to make it profitable, send me a DM.

Joshua R. Mansbach

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