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I’m founder of Crackle PR, a b2b tech public relations agency that works with good…
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Parry Headrick shared thisSTONE COLD FACT: If you’re in PR, your family will never know what *you actually do.* They won’t understand how hard you work to keep your sh*t together under fire. 🔥 The multiple balls in the air. The constant pressure. 😩 The never-ending slew of deliverables and to-dos. But I know what you do. I see you. 👀 I see you because I *am* you. And your work matters. It moves markets. 📈 It shapes categories. You’re making your clients the *best possible version* of themselves 😇 And that’s a pretty big deal. So let mom tell her friends that you “write articles” for work. Let dad shrug to his buddies that you’re “in some kind of advertising.” 🤷 This job is hard to do, hard to understand and hard to explain if you aren’t “in it.” But if you know you know. This is your life. This is my life. We’re in this together. This is the way ✊
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Parry Headrick reposted thisIf you’re in PR, Comms, or Marketing, your parents have *zero clue* what you actually do for a living 🙄 And sometimes, neither do the people who actually pay you. If you’re in PR: -You’ve explained what a tier-one outlet is roughly 400 times. -You’ve been asked to “just get us in Forbes” by Friday. -You’ve watched a six-month relationship-building play get credited to the BDR who sent a cold email the same week the story dropped. If you’re in Marketing: -You’re accountable for pipeline you don’t fully control, with a brand budget that gets cut first and questioned last. -Sales says your leads are bad. -The CEO sent you a competitor’s ad at 11pm asking “why aren’t we doing this?!” If you’re in Comms: -You’re the one rewriting the all-hands deck at midnight, translating the CEO into English, and quietly preventing three lawsuits a quarter. Nobody knows your damn name until something goes wrong. Then…everyone knows your name. 😳 These things often get mashed together by the uninitiated or under-educated about the subject. So let’s break it down: 🙏 PR is the Trust Engine. Getting other people to vouch for you. 💸 Marketing is the Demand Engine. Turning awareness into revenue. 🤗 Comms is the Alignment Layer. Making sure your employees, your board, your customers, and the SEC all hear the same company. PR earns trust. Marketing drives demand. Comms keeps every audience hearing the same company. Three distinct disciplines... One story in common. Hope this helps mom and dad ✌️ This is the way ✊
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Parry Headrick reposted thisNew PR client: “Can we read the reporter’s article *before* it goes live?” 🤷 PR firm: “Unfortunately, no.” PR client: “But what happens if there are mistakes?” PR firm: “Fair question. Reporters are usually happy to fix any *factual* errors.” PR client: “But what if—” PR firm: “Still no.” PR client: “Not even if —“ PR firm: “It’s not happening, and if we asked to read the piece before it’s published we’d burn that bridge.” PR client: 🤨 PR firm: 😐 PR client: 🤨 PR firm: 🫤 PR client: “Understood, I just like to have editorial control.” PR firm: “Us too. But that’s not how *earned media* works. You’ve got to trust the process.” PR client: “Can you at least make sure they include a link to our webs—“ PR firm: “Let it go. Deep breaths.” PR client: 🧘 PR firm: 🙂 This is the way ✊
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Parry Headrick reposted thisParry Headrick reposted thisMeta Will Not Stop Until Someone Makes Them Muse is fifteen days old. It already ships with opt-out training by default, a first-party wallet stacking fees on top of a "free" product, and — as of Meta's own Connect event four days ago — a $1,300 wearable called Charm, designed to sit in someone's pocket and listen. Meta says Charm is for adults 18 and older. Look at it for five seconds and tell me who it's actually built for. Nobody designs a squishy, huggable pocket companion for a 45-year-old accountant. Age gates check who bought the device, not who's talking to it. The account can say 45. The voice on Christmas morning will say 9. This is the same company that just shipped opt-out training by default on a product with access to your email, health data, and payment information — that's PitchBook's own reporting, on the record, not mine. Now put that same default in a child's hands: a device with camera functionality, account access, and a training pipeline running unless someone — an adult, who may not even be the one holding it — finds the setting and turns it off. Meta already built parent-managed accounts for its Quest headsets. There is no public commitment to build the same protections for Charm. A parent asked for child-safe profiles and permission controls on Meta's own community forum. As of now, nobody from the company has answered. Derek Baird, a child-safety and kids-tech researcher who's advised the World Economic Forum on exactly this space, put it plainly: an 18+ label doesn't end the scrutiny once it's obvious who a product will actually end up in front of. I've spent my career on the side of the table that has to prove a platform is unsafe before anyone with the power to act will do anything about it. I am done accepting that as the order of operations. Meta had every fact it needed to build real protections for Charm before it shipped. They chose to launch first and figure out the safeguards later — with somebody else's kid as the test case. That has to stop. Not eventually. Now. #ChildSafety #KidsOnline #AIGovernance #Privacy #Meta #KhaosSignal
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Parry Headrick shared this🎂 My wife and I have the same birthday: it’s today. Look at this gorgeous woman’s smile 😊 I get to see that every day. 22 years later. The years keep rolling by… the kids won’t stop growing… the trees in our yard have grown so large since we put down our roots in New England together. but I know this much is true: Life never gets old with you Mandy Happy birthday, my sweet bride 🥰 This year is gonna be lit. This is the way ✊
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Parry Headrick reposted thisNew PR client: “Can we read the reporter’s article *before* it goes live?” 🤷 PR firm: “Unfortunately, no.” PR client: “But what happens if there are mistakes?” PR firm: “Fair question. Reporters are usually happy to fix any *factual* errors.” PR client: “But what if—” PR firm: “Still no.” PR client: “Not even if —“ PR firm: “It’s not happening, and if we asked to read the piece before it’s published we’d burn that bridge.” PR client: 🤨 PR firm: 😐 PR client: 🤨 PR firm: 🫤 PR client: “Understood, I just like to have editorial control.” PR firm: “Us too. But that’s not how *earned media* works. You’ve got to trust the process.” PR client: “Can you at least make sure they include a link to our webs—“ PR firm: “Let it go. Deep breaths.” PR client: 🧘 PR firm: 🙂 This is the way ✊
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Parry Headrick posted thisAs a colorblind person, I’m truly honored that LinkedIn graced me with the coveted blue icon next to my name. They said it couldn’t be done, but look at me now. So many people to thank: you know who you are! This is the way ✊
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Parry Headrick reposted thisParry Headrick reposted thisPR cannot work without a free press. Otherwise you are just going to live in a land of sponsored content. Useful, on occasion, but not for holding leadership and institutions accountable and building and maintaining trust. Thanks to Parry Headrick for dishing out the realities for PR in this week's PRNEWS PR Roundup. Also thanks to Michelle Bonner for highlighting what DoorDash needs to do to rebuild trust not only with its customers, but more importantly, with its employees. And finally—are you even thinking about holiday shopping right now? I'm thinking about how much my new sneakers that I desperately needed to replace my old ones with holes in them cost ( HOKA, are you listening??? Your sneakers only last a year!), and why has my electric bill increased at least 25% over the past 6 months? Brands, you might want to take a look at the latest data from Sprout Social, Inc. about holiday ads and what is going to work. Thanks to Scott Morris for his insights. Enjoy the weekend. I will be visiting our lovely neighbors to the north 🇨🇦 in Montreal for some quality Quebecois cuisine, hospitality and to forget about my birthday and the existential dread with the age I'm becoming. 🙈 https://lnkd.in/gwW-yVz4
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Parry Headrick shared thisHappy Friday to everyone in the media banding together to fight the fascist in the White House who is actively trying to quash the freedom of the press because he doesn’t want negative coverage of his failing presidency 🗞️ Related, I’m quoted today in a news roundup on this topic and others by Nicole Schuman, managing editor of PRNEWS: “Parry Headrick, Founder and Chief Evangelist at Crackle, says the only time he’s counseled a client to avoid speaking to the press was the quiet period prior to an IPO. Other than that, he sees it as a poor strategy. ‘Shutting out the press gives the impression, whether true or not, that there’s something to hide,” Headrick says. “That does two things: it erodes trust and inspires intrepid reporters to dig even harder to gather the facts. As always, sunlight is the best disinfectant.’” Thanks to Nicole for including my thoughts in her piece. And indeed, sunlight is the best disinfectant. This is the way ✊ https://lnkd.in/gV5U54wS
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Parry Headrick liked thisSTONE COLD FACT: If you’re in PR, your family will never know what *you actually do.* They won’t understand how hard you work to keep your sh*t together under fire. 🔥 The multiple balls in the air. The constant pressure. 😩 The never-ending slew of deliverables and to-dos. But I know what you do. I see you. 👀 I see you because I *am* you. And your work matters. It moves markets. 📈 It shapes categories. You’re making your clients the *best possible version* of themselves 😇 And that’s a pretty big deal. So let mom tell her friends that you “write articles” for work. Let dad shrug to his buddies that you’re “in some kind of advertising.” 🤷 This job is hard to do, hard to understand and hard to explain if you aren’t “in it.” But if you know you know. This is your life. This is my life. We’re in this together. This is the way ✊
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Parry Headrick liked thisParry Headrick liked thisSo I wake in the morning and I step outside and I take a deep breath and I get real high and I scream from the top of my lungs, "NO, YOUR TEAM DOES NOT NEED ITS OWN COMPANYWIDE NEWSLETTER TO TELL EVERYONE ELSE WHAT YOU'RE DOING."
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Parry Headrick liked thisParry Headrick liked thisThe Cornell situation isn't a PR crisis. It's a values crisis. An inaction crisis. A systemic crisis. PR didn't create this problem and it won't solve it.
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Parry Headrick liked thisParry Headrick liked this🗞️ SECURED 🗞️ Meredith & The Media had the incredible honor of interviewing THE Jessica E. Lessin of The Information. 🙇🏼♀️ Lessin spent 40 minutes with me, recounting her early experiences launching The Information through her latest bet with TITV and continuing to lead cornerstone industry events like WTF Summit. I asked her advice for going independent, her reaction when OpenAI bought TBPN, and her vision for The Information 10 years out. You do NOT want to miss this interview, dropping in October. Subscribe: https://lnkd.in/eqzNxquY
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Parry Headrick liked thisParry Headrick liked thisThe comms industry is changing rapidly and technology comms is on the frontlines here. And people have never been more important in shaping not only the stories to be told, but also in how we do this work for the better. To make AI work for us, not replace us. To be clear eyed about the risks and rewards and not be afraid to try something new. To fail forward as they say here in SF. To invest in the people and the technology to make a difference. To work hard, play nice. That’s been something through my career I’ve strived to live up to. To push past what’s possible today, and to do it in ways that yes, hopefully makes things more efficient and effective but also more exciting to get impactful results. But do it with the people, for the people, because at the end of the day, that’s who really matters. And Hotwire not only has some of the best tech and AI solutions, but also some of the best and brightest people who live this everyday. I have been so proud to have been part of this team on-and-off across multiple sister brands, global expansion and acquisitions so that our people and I could grow the career and life that we wanted. But sometimes to keep growing, you need to make a change. But do it with your values. Work hard, play nice. Today I’m joining FINN Partners as their Global Tech Practice Lead. It feels like a full circle moment where my personal motto and its company one come together and from my first conversation with Peter Finn it felt right. FINN’s investment in growth, in its people and in its ways of working is truly impressive - the benefits of independence! - and I could not be more excited. I’ve been so inspired by my conversations to date and so to everyone at FINN, to our clients, I can’t wait to meet all of you and, as I less than eloquently said to Jess Ruderman at PRWeek, “getting stuck in”! You can read more on that here: https://lnkd.in/gpY3zf97. And, if you don’t yet know FINN, come learn more about us as I do! This industry is changing. Comms, tech comms particularly, has never been more important. Let’s work hard, play nice, and make the impact people deserve.Finn Partners hires Hotwire’s Laura Macdonald as global tech practice headFinn Partners hires Hotwire’s Laura Macdonald as global tech practice head
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