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All LLMs like ChatGPT and Claude, *do not cite earned media equally*.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

•	Lead media and public relations efforts including targeted pitching, interview coordination, executive ghostwriting, and metrics analysis
•	Produce engaging marketing materials to promote company products such as editorial, research, conferences, and membership
•	Develop and execute annual as well as ad hoc communications plans for strategic internal and external stakeholder engagement
•	Manage company social media including monitoring, content creation, templated graphic design, live event posting, and metrics reporting

Marketing Communications Manager

Storyteller Symphony

Storyteller Symphony creates engaging and impactful communications to ensure that meaningful stories are told. Those communications can be anything from articles and press releases to social media and speeches. 

Our goal is to tell as many stories as possible and fill the world with the music of beautiful words. A symphony composed by a skilled storyteller.

Chief Storyteller

Milwaukee Journal Sentinel

•	Research, write and edit articles for print as well as digital special sections covering areas such as healthcare, community happenings, and leader profiles
•	Conduct in-depth interviews with prominent Milwaukee-area organizations and individuals to inform as well as entertain audiences

Freelance Writer

• Coordinated production of written content for several special sections covering areas such as home improvement, local businesses, and community events
• Oversaw writing and photography assignments in addition to editing content from freelance writers, advertisers, and industry experts

Advertorial Coordinator

VISIT Milwaukee

• Led media and public relations efforts including strategic pitching, live interviews, and press conference management
• Crafted key messages and talking points for executives and staff offering interview preparation, speech writing, and ghostwriting
• Created detailed itineraries for interactive media tours to promote diverse city experiences and identify story opportunities
• Managed company social media including monitoring, content creation, and social post strategy

Communications Manager

Athena Communications - Public Relations & Government Affairs

• Composed blog, e-newsletter, and additional content for promotions on the company website as well as social media channels
• Created client presentations, strategic planning documents, request-for-proposal responses, grant applications, and more communications for client projects

Freelance Consultant

2020 Democratic National Convention Committee

• Led partnership between the national convention committee and the city’s convention visitors bureau for the 2020 Democratic National Convention during the COVID-19 pandemic
• Crafted communications for the committee housing department including email correspondence, talking points, and newsletters to area accommodations providers
• Delivered insightful public relations input to the Democratic National Convention Committee communications team for optimal local outreach

VISIT Milwaukee Liaison / Communications Manager

Northwestern Mutual

• Led production of digital and print publications including writing assignments, editing, stakeholder review, publishing, and distribution
• Advised internal clients on digital and print content strategy utilizing data analysis as well as audience insights
• Developed and executed communications plans for company leaders, departments, and teams
• Provided social media strategy, writing, and monitoring support during company conferences

Content Manager

UnitedHealthcare

• Developed initial content for corporate-created marketing materials, such as brochures, advertisements, letters, banners, posters, and newsletters
• Coordinated drafting, approval, publishing, and distribution of marketing materials between multiple local departments and national corporate communications
• Designed, wrote, edited, and distributed local marketing materials such as fact sheets, event flyers, presentations, and newsletters

Communications Specialist

Kaplan Higher Education

• Performed outreach to prospective students through phone campaigns, targeted mailings and school admissions events
• Conducted current student and graduate relationship management
• Organized admissions events, such as open houses and student orientations

Admissions Representative

PrideFest Milwaukee

• Wrote and edited content for community publications and festival website
• Produced materials for media, entertainers and sponsors
• Co-organized media tours and interviews at the annual festival

Assistant Communications Director

One of the greatest privileges in my nearly two-decade career has been to craft remarkable communications for and about fascinating companies, leaders, products, and communities. From journalism to corporate communications and beyond, my versatility gives me unique insight into varied, innovative ways to engage audiences and tell meaningful stories. 

The opinions expressed on this site are my own and do not necessarily represent the views of my employer.

Lindsey M. McKee

Very honored to have had the privilege of writing Edgar Lin's incredible story for the Rotary Club of Milwaukee's People of Action profile series.

“Rotary is one of those very special places where we gather in person and there’s civil discourse. People of different ideologies can come together and agree on a lot of things," he said. "In fact, we agree on most things. We want to have better lives, have a home, love who we want to love, be able to put food on the table. And that’s what we want for everybody else. Yes, there are going to be disagreements on how we get there, but we have to recognize that we are one people. Even though we are diverse, we are unified by our ideas of democracy, righteousness, what’s right and what’s wrong.” 

#Milwaukee #Wisconsin #RotaryMKe #RotaryInternational #Storytelling #Democracy

Communications Executive ▪ Strategic Storyteller ▪ DEIB-Focused Leader ▪ Storyteller Symphony Founder

Rotarian Edgar Lin was born and raised in Taiwan at a time of tremendous change. His economics professor father became involved in Taiwan’s democracy movement as part of the historic Democratic Progressive Party and young Edgar accompanied his father to political meetings.  

Many scholars refer to Taiwan as a “democratic miracle.” And that miracle would soon ripple out as Edgar began his own work to secure and strengthen democracy.

Be sure to read the latest People of Action profile on Edgar, Deputy Director of Impact Programs – Free And Fair Elections & State Strategies, Protect Democracy by clicking here: https://lnkd.in/g2RdkMeC

Special thanks to Lindsey M. McKee for writing this wonderful profile on Edgar!

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