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.

💥 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 ✊

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

“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 ✊

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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 ✊

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.

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The Battle

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Lindsey M. McKee

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Parry Headrick's LinkedIn Performance

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