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 ✊

Hisense International Co., Ltd

Head of Corporate Communications & PR, Americas Region

Weber Shandwick

At Weber Shandwick APAC, I spearheaded a regional initiative, elevating client visibility to global stakeholders, including journalists, analysts, industry thought-leaders, and customers. My primary role was counseling regional clients on strategies to navigate cultural intricacies in expanding their international footprint. Other responsibilities included international media relations, research and analytics, executive media training, and presenting at industry events. My role also encompassed the oversight of clients such as Samsung Display, Hyundai Motors, SK Hynix, Naver, and EcoFlow.

Executive Vice President, APAC

LG Electronics

At LG Electronics, I orchestrated and executed a global communication strategy that seamlessly integrated traditional and social media to transform Lucky Goldstar from a low-priced consumer brand into a global industry powerhouse. I initiated the re-alignment of LG's communication framework into a matrix structure, resulting in improved alignment of objectives and strategies throughout the organization. Another noteworthy accomplishment was the establishment of an independent agency within WPP to service LG in multiple markets for greater global alignment of messaging. My team helped accelerate LG's digital transformation by being one of the first Asia-based communications teams to launch a global newsroom targeting international journalists and content creators, working closely with cross-functional teams such as global marketing, product planning, legal, R&D, design, and HR to develop engaging and useful content.

Senior Director & Head of Global Communications

McCann Worldgroup

In this role, I spearheaded a team of young professionals, orchestrating and executing integrated communication campaigns. My tenure was marked by implementing ambitious growth strategies, yielding a remarkable 20% increase in billings within the very first year. I nurtured robust relationships with fellow McCann agencies (McCann Erickson, Universal McCann, Momentum, MRM, McCann Health) to enhance integrated marketing campaigns, enhancing brand identity and customer awareness for high-profile clients across Thailand and Southeast Asia.

Managing Director & Partner

MSL (Global)

As part of the management team of MSL Greater China, I contributed significantly to the agency's regional growth strategy through my work with General Motors Asia Pacific. I developed and executed a comprehensive communication strategy for GM, resulting in the campaign being recognized with an international industry award. I supported the regional expansion of large multinational clients such as Philips, Royal Dutch Shell, W.R. Grace, and Prudential, among others, a key part of my role including media and crisis communication training for executives.

Executive Director

★ Cannes Lions Creative Effectiveness Juror
★ The Influence 100 Honoree (2018-2021)
★ The PROPEL 100 Award Recipient

✔ Transformed communication network of more than 50 offices resulting in improved message alignment, more accurate measurement, and cost savings of 17%.
✔ Increased LG’s online presence more than 25% year-on-year through launch of corporate newsroom and developing authentic relations with key media and social media influencers.
✔ Raised brand value and reputation through earned coverage by establishing and nurturing relationships with business, lifestyle, and technology journalists at titles such as The Wall Street Journal, The New York Times, Bloomberg, Reuters, Forbes, BBC, Nikkei as well as industry thought leaders.
✔ Mentored and trained team members to excel in a dynamic and complex environment, empowering them to identify new opportunities, manage risks proactively, and adapt to emerging trends.
✔ Strengthened inter-departmental collaboration by aligning communication strategies and facilitating consensus across different functions such as marketing, legal, HR, R&D, and investor relations.
✔ Spearheaded crisis communications on topics including product recalls, environmental issues, product safety, labor issues, natural disasters, unfavorable government policies, and legal matters.

Expertise in:
★ Corporate communications
★ Media and influencer relations
★ Brand development and management
★ Cross-cultural communications
★ Crisis and issue management
★ Content strategy and development
★ Reputation building and management
★ Team leadership and mentoring
★ Employee engagement
★ ESG and DE&I communications
★ Executive counseling and positioning
★ Event management
★ Social media management
★ Measurement and analytics 

Let’s connect to drive tangible impact for your global organization!

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