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.

💥 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 ✊

👇

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

💥 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 ✊

UK Ministry of Defence

Head of Partnerships

I led a multi-disciplinary team of civil servants and military; my remit was to drive to a content storytelling strategy for owned and earned channels. I created events, projects and partnerships that engage diverse audiences across the UK, explaining the role and relevance of the UK Armed Forces to build reputational trust. I led the development of all military documentaries and proactive features, in co-ordination with the Royal Navy, British Army and Royal Air Force. I pioneered a new process for partnerships with films and TV, authoring the re-write of Defence communications policy on non-news projects and media engagement. 

·	Conceived a collaboration with Disney, for International Women’s Day 2019 release of ‘Captain Marvel’; initiated an influencer activation with ‘Love Island’ contestants and female military aircrew and a premiere photoshoot that reached a print readership of 1.6 million, improving on average defence social media engagements by 180%. 

·	Designed a PR partnership with ‘No Time to Die’ James Bond producers, connecting the Armed Forces with new audiences through entertainment media. Achieved international engagement across the UK, USA, and Australia with innovative coverage of an honorary position created for actor Daniel Craig.

·	Spearheaded the HMS Queen Elizabeth aircraft carrier campaign that resulted in 3 out of 4 UK adults agreeing the new equipment would help keep Britain safe. Directed live media at royal commissioning event as lead liaison with Buckingham Palace and No 10 communication teams.

Head of Campaigns (Chief Communications Officer), Public Relations

I designed and delivered tailored campaigns on industry partnerships, uniting stakeholders under a narrative on the building of the aircraft carriers and F-35 fighter jets. Promoted the value of regional defence investments and employment opportunities within local communities.
 
·	Transformed media coverage of the UK arrival of the first F-35 jets, reducing negative sentiment in print and online channels from 70% to just 5% within 3 months, using first person storytelling and media embeds.

Senior Campaign Manager (Senior Communications Officer), Public Relations 

British Army

I was hand-picked to set up and run a media team under crisis conditions, part of the 20,000 strong military force tasked to support the UK. As advisor, I provided challenge and choices to the 3-star General in command, building a stakeholder network across No 10, the NHS, and other government departments. Using insight, I adapted working processes and delivery of content against changing audience behaviours and an evolving media landscape. My work was recognised with a Vice Chief of the Defence Staff commendation for exemplary leadership in the 2021 New Years’ Honours. 

·	Accelerated a UK public reassurance campaign that increased awareness of understanding of the military’s role by 10% in one month (against a target of 5% over 3 months). 

·	Expanded new regional audiences of 2.6 million through an innovative radio group partnership, delivering front line ‘user generated content’ directly to BBC and commercial stations.

Head of Media, COVID Support Force, Ministry of Defence Secondment 

Government Communication Service

I was appointed as the Ministry of Defence representative in the cross-government communications team for the international NATO event held in London, Dec 2019. Designed a unifying creative concept to be used collaboratively across twenty-nine countries, illustrating the story of 70 years of the alliance. Represented MOD at board level meetings, deputising for Director of Defence Communications. Elected as UK spokesperson in NATO HQ meetings, Brussels. 

·	Conceptualised the “Faces of NATO” campaign and commemorative photo book from concept to completion, securing senior sponsorship, writing editorial, curating submissions, and managing agency production. Led on content for international press packs, social media assets, event set dressing and photo exhibition in London. Campaign achieved a 7% polling rise on awareness and understanding of NATO (against a target of 4%).

Creative Project Manager, NATO Leaders Meeting Project, MOD Secondment 

Royal Air Force (RAF)

Managed projects and events that protected and enhanced the profile and reputation of the Royal Air Force. Led a remote team of local media officers on bases across the UK. Managed crisis communications response for RAF fatalities in Afghanistan and the Red Arrows accidents in 2011. 

·	Directed live BBC TV and Radio 2 broadcast events for historic WW2 Dam busters 70th anniversary.

Media Projects Manager

Global

Public Relations Manager

Archant

PR and Promotions Officer

Head of PR Partnerships | How to Bulletproof your Storytelling: Communication Tactics from a Military Media Officer

Do you want to become a more courageous communicator and emotionally engage your audience?

It might be time to bulletproof your storytelling.

I share tips and tactics adapted from my front line experiences as a military media officer. 

WHAT I DO: 

I combine a Chief Communications Officer Ministry of Defence ‘day job’ with serving as a Squadron Leader in the RAF Media Reserves. 

I have curated the stories of military colleagues around the world, from celebrating Christmas in Kandahar to delivering aid to the Central African Republic. 

AS A SPEAKER:

Keynotes or masterclasses such as:

🌳Mission Impossible: What climbing a tree for Tom Cruise taught me about leadership. 

🔥Catching Fire: Why saving a TV documentary crew from a burning tent in Afghanistan made me a better communicator. 

🌍 No Time to Die: How ‘saving the world’ with James Bond sparked conversations with new audiences. 

"We spent a jaw dropping couple of hours in Lesley's company hearing one of the most engaging talks about leadership, story telling, expert people handling and what working in comms on the front line really means. Her crisis management examples really help put things in perspective! This was all peppered with a healthy dose of humour, complete authenticity and support for our team's work and challenge areas. We could have hijacked her whole day to hear more about her incredible career, campaigns and courage." 

Charlotte Speedy, Head of Communications, Guide Dogs for the Blind

AS AN ORGANISATIONAL STORYTELLER:

I design and direct compelling campaigns that promote and protect reputations, influencing the perceptions of domestic and international stakeholders. 

“Lesley was a pleasure to work with on the Top Gun Maverick project. It was a challenging activity with multiple stakeholders during a very difficult time under Covid lockdown restrictions whilst integrating two brand messages. Lesley’s lead on creative strategy and approach was really inspirational and was the foundation for the campaign being a success. With Lesley’s forward-thinking attitude and innovative and creative mind, I truly believe Lesley would be a tremendous addition to any organisation.”

Ya-Lin Chen, Head of Partnerships & Promotions, Paramount Pictures UK



Lesley Woods

Some stories end in silence, but they still shape who we are.

Today I remember my Dad, who took great pride in marching at the front of the Royal British Legion in Canterbury.

He’s reunited with his two older brothers who also served. 

For my brothers and sisters in blue, and for the Squadron that honours their stories 7644 (PR) Sqn, RAuxAF  

To those who flew and fought before us, we salute you. 🫡

#RemembranceDay #LestWeForget

Head of Partnerships and Media Projects (MOD) | Squadron Leader (RAF Reserves) | Keynote Speaker | Equipping leaders under fire with battlefield-tested tactics for clarity, command, and courage

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5 lessons from a crisis comms briefing in a car park. 

Halfway through our “Evolving Crisis Landscape” panel at the Richmond Comms Directors’ Forum, the fire alarm went off.

40 senior comms leaders, mid-debate on how to lead through chaos, suddenly standing in the car park, still talking about misinformation under threat of drizzle.

You couldn’t have scripted it better.

It quickly turned into a field briefing, the purest form of crisis leadership: no stage, no script, just clarity under pressure.

A few lessons that held up outside:

💡 You can’t control the chaos, but you can control your clarity.

💡 Trust isn’t built anymore, it’s defended.

💡 Forget perfect playbooks. Train decision muscle and teamwork instead.

💡 Always have a backup plan… ideally one that’s waterproof.

💡 Never underestimate the power of a calm voice (even if you have to turn the volume up!).

We went back inside for Q&A as the heavens opened, a bit damp, slightly amused, but with the reminder of what it’s all about, when the bells and whistles are stripped away. 

It’s all about composure, communication, and carrying on, even in a car park.

What’s the most unexpected place you’ve had to lead from?

Here’s the moment every leader needs to watch for.

The rise of ‘too much’ commentary.

You can sense it when the room fills with analysis, not action.

You can feel it when performance replaces presence.

You can hear it when cynicism starts to sound like insight.

“Cynicism is what passes for insight when courage is lacking.” 
Anita Roddick

In my world, courage turns commentary into command.

That’s the pivot point between narrating the battle and leading it.

Where do you sit (or stand) on this?

Loved helping leaders reflect on their blind spots, and I got to meet Davina! Thank you Richmond Events

The Richmond Communication Directors' Forum

View company: The Richmond Communication Directors' Forum

What a way to start our 27th Richmond Events Communication Directors' Forum, hosting the incredible broadcaster, Davina McCall who opened up proceedings with aplomb 🚀 

Davina captivated our audience of #Comms and #PR leaders, as she explored rewriting the rules on #midlife and what motivated her to use her platform to talk about the once ‘untalkable’. Thank you to Olympian Gail Emms MBE for asking the questions 👏 

An energising conference programme followed, with engaging discussion on the future of comms, and the many factors impacting the function of tomorrow 🌎 

From Panel Sessions to Discussion Groups, we’ve not been short on lively dialogue and fresh insights, with an impromptu alfresco session thrown in for good measure - kudos to the crisis comms panel for pulling this off 🙌 

We’ve also welcomed a wide range of leading agencies and service providers through the door to expertly share the latest innovations happening in Comms and PR – many new connections made, and conversations started.

We did it all again on day two, but this time we heard from the incredible Amar Latif OBE, award-winning entrepreneur and adventurer, sharing his  journey of passion, persistence and spirit, providing a truly uplifting lunchtime keynote address.

Missed out this year? Secure your complimentary place for November 2026, while spaces last, by reaching out to Vicki Barford via VBarford@richmondevents.com

Thank you to everyone who joined us! 🎉 

#Comms #PR #FutureFunction #RichmondEvents

To: the person in the mirror.
From: the one who really sees you. 

Listen.

You’ve spent years rallying teams, crews, and leaders with clarity, courage, and conviction, yet you still hesitate to offer yourself the same standard of support. 

You’d never let a soldier, spokesperson, or strategist walk into a mission without morale, so why have you normalised doing it to yourself?

Here’s what you’re relearning, courtesy of Mel Robbins’ The High 5 Habit and a lifetime of operational reality:

1️⃣ Behaviour outranks pep talks.

A high five isn’t fluff, it’s a micro-order: I’m backing you. Move forward.

2️⃣ Confidence is a trained drill, not a divine assignment.

Reps build readiness. 
Reps build resilience. 
Reps build belief.
(You know this. You’ve taught this.)

3️⃣ Your first briefing of the day is to yourself, not your inbox.

If you can’t secure your own morale, don’t expect to do it for others.

Consider this your new protocol:

Courage before confidence. 
Identity before output.

Give yourself the same encouragement you demand for others.

What is the supportive sentence you’ve never said to yourself,
but would immediately say to someone you lead into the unknown?

🔥Are you afraid to fail? Here’s what I learned when everything went up in smoke.

The tent caught fire.
Not a metaphor.
Not a drill.

A real fire.
On a real deployment.

Flames ripped through the canvas.
My arm was locked with the ITV presenter’s, we were stumbling after the firefighter who’d just cut us free.

Twenty minutes earlier, we’d been hiding from a dust storm.

One of those that turns daylight to static.

You can’t see your hand in front of your face, you can’t breathe, and can’t think straight.

We stumbled through the haze toward a brick building.
Coughing, half-blind.
Got shoved inside.

And then the producer tugged my sleeve. He pointed to the camera.
The red light was still on.

In that moment, I realised, 
we weren’t just making the documentary anymore, we were living it. 

No script.
No retakes.
No control.

And that’s the thing about failure.
It doesn’t send a warning.
It just ignites… and leaves you standing in the smoke.

Later, when the adrenaline dropped, I replayed every second.

Should I have moved faster?
Anticipated more?
Done better?

In chaos, people don’t just need control, they need context.

Not the spin.
Not the script.

Just someone who can stand in the smoke and say:

“Here’s what this means.”

Because confidence can burn away fast, but self command will stay with you. 

Have you ever felt moment like that?

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Parry Headrick

Lesley Woods

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The Battle

Parry Headrick

Lesley Woods

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Engagements

Likes

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