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 ✊

Sanofi

Head, Global Communications, Oncology

Novartis

Key Highlights
Built Corporate Communications function in the Latin America & Canada Region overseeing all branches of communications: Brand, Internal, External, Executive & C-Suite, Associate Engagement, Crisis & Issues, Reputation Management; Led strategy and execution for Patient Engagement/Advocacy
Develop regional plans to drive impact across business priorities in Cardiovascular, Immunology, Breast Cancer, Hematology and Rheumatology - worked with countries on detailed local country execution plans to align with business objectives; oversaw all issues as it relates to patient queries, loss of exclusivity, patent litigation and external media
Identify and streamline key relationships with most impactful patient groups (tiered groups and focused on key countries to pave way for access and reimbursement), developed regional patient organization educational programs

Executive Director (Head), Communications & Patient Engagement, Latin America & Canada

Novartis Oncology

Key Highlights:
Led the region through the COVID crisis (regional leadership comms strategy and messaging, country support, internal communications, global liaison, represented region on Americas emergency management team, cross-functional partnership with legal and compliance leaders)
Developed strategy and regional narrative for oncology portfolio in region (Breast Cancer, Melanoma, NSLC, Hematology)
Strategic messaging and content development for leaders and driving audience-led thinking and approach to enable broader and faster access for patients
Led communication through 3 change management shifts, DEI Regional Champion

Head (Director), Communications & Patient Advocacy Group Latin America & Canada

MSLGROUP

Mexico Tourism Board Global Integrated Strategy and Planning Director: responsible for overall global brand positioning and strategy for all areas of marketing, oversee global program strategy, planning and activation for integrated projects, direct and lead all agency disciplines (creative, traditional media, digital, public relations and social), track and manage all contract budget, contract administrative oversight, 12+ direct reports across agency disciplines, also oversaw US Travel & Tourism clients (Emirates and Marriott) as well as US new business; consulted as needed on global Travel & Tourism clients

Additional Agency Responsibilities: Executive sponsor Generation Activation (Millennial program); New business, GROW mentorship program, Intern Program Executive Sponsor, diversity spokesperson and mentor

Senior Vice President, Consumer Lifestyle Practice Co-Lead

Mexico Tourism Board Global Tourism Director: global lead overseeing EMEA, Asia, LatAm, NA for all Mexico Tourism activities (multi-million budget), manage team of more than 20+ across all marketing disciplines, report to Global Client Engagement Director based in Mexico as well as US and Global CEOs, 2014 results led to +20% increase in tourism; 2015 results grew more than 10%, 2016 increase of 10.4% and Mexico climbing to 8th most visited country in the world

P&G: managed global and NA strategy for Crest 3D White, Fixodent, Scope (4+ million in revenue, 13-person team), communications leader on BAL multi-agency team, led and oversaw relationship and programming with brand’s global spokesperson across EMEA, LatAM and NA, responsible for ongoing 5-7% account growth

Senior Vice President, Consumer

Kaplow Communications

SVP overseeing lifestyle clients in beauty, fashion, accessories and consumer

Senior Vice President

Ogilvy Public Relations Worldwide

Day to day operations across various consumer clients including: Mexico Tourism Board, Unilever, Intel, L'Bel, Huggies.

Vice President

MMA Strategic Communications LLC

Founder and principal of independent public relations consulting firm offering a range of services from strategic program development to individual project management.  We specialize in consumer and mass market products across a range of industries including food, packaged goods, women's products and beauty.  Additionally, we excel in strategic media relations.

Owner/President

DeVries PR

Responsible for developing and executing public relations strategies and programs as well as securing, maintaining and growing existing client business (Olay skin care and personal cleansing); manage team of seven; provide strategic counsel and guidance to AS to ensure smooth account/program exeuction; oversee client service function for program planning, problem solving and strategic counsel

Edelman Public Relations Worldwide

Provided strategic counsel and program development including team and tactical management for multi-million dollar brands (healthcare and consumer packaged goods); strategy and program development for Dove (Campaign for Real Beauty, Skin Care, Global) and Pfizer brands (Rogaine, Neosporin, Visine, EPT); oversaw team of eight; reported to senior management on Agency side (Executive Vice President and General Manager)

LaForce+Stevens

Managed, ran and implemented daily account activities, including budgets, for key corporate clients such as Avon, Orlane, Pfizer, QVC, Coty, Adams and Unilever serving as main agency consultant and contact, oversaw a staff of three and reported directly to both company partners

Senior Account Supervisor

Industry recognized and passionate global corporate communications professional with more than 15+ years of experience across a diverse range of industries including pharmaceuticals, tourism, consumer packaged goods, luxury market, beauty/ fashion, retail, CSR, general women's market, OTC and more. Technology and innovation enthusiast, digital and social media trend advocate, crisis and issues expert, internal (including associate engagement) and external communications pro, strong presenter, communicator and writer with emphasis on executive and leadership visibility, strategic planning, audience-led message development and creative content.

Always searching and learning to be the best of who I can be, I believe in taking risks that will help me grow and invite me to ask questions so I'm as agile as possible. Perfection in anything is unattainable but I count on the skills I've garnered over my career working across various sectors (consumer, beauty, fashion, retail, OTC, tourism, government, crisis, etc.) and with a myriad of amazing clients to help provide perspective in finding relevant solutions that help drive business and meet goals.  Whether it's staying on top of trends to understand if it's useful to my team or reading headlines on the latest news to assess how it might affect a specific target audience, passion for what I do is at the heart of why I do what I do. 

I have a strong passion for D&I and believe the best talent sometimes isn't the most obvious choice/candidate. With an undergraduate degree in Anthropology and Theater as well as a masters in Theatre, communications is my third career in life. I look forward to the experiences that continue to shape who I am to always pave my way forward as a professional.

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The Battle

Parry Headrick

Margarita Miranda-Abate

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The Battle

Parry Headrick

Margarita Miranda-Abate

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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