#WeLeadComms: Parry Headrick

US-based communication leader and industry powerhouse Parry Headrick is today’s #WeLeadComms honoree.

Parry is the founder of Crackle PR, a modern public relations agency redefining how companies build reputation and visibility in an AI-driven world. Known for his sharp perspective and contrarian voice, Headrick has positioned himself at the forefront of a new era in communications—one where earned media, narrative strategy, and AI discoverability converge.

Under his leadership, Crackle PR has grown into a ~$3 million revenue agency with a fully remote team and a high-margin, subscription-based model built on 12-month recurring contracts. This structure reflects Headrick’s belief that PR should be treated as a continuous strategic function—not a one-off campaign. His approach prioritizes consistency, narrative control, and long-term reputation building over short-term wins.

Headrick is widely recognized for championing concepts like AI Engine Optimization (AEO), which adapts traditional PR practices for a world where large language models increasingly shape how information is surfaced and trusted. He has been an outspoken advocate for structuring press releases and earned media in ways that make them more easily understood, cited, and amplified by AI systems—positioning PR as a critical lever in both human and machine-driven discovery.

Beyond his agency work, Headrick is a prominent voice on LinkedIn, with nearly 80k followers, where his posts regularly generate millions of impressions by blending sharp industry insight with humor and cultural commentary. His content often challenges conventional thinking in PR and marketing, encouraging professionals to rethink outdated playbooks and embrace more adaptive, narrative-driven strategies.

He is also the co-host of the podcast Under Embargo, where he explores the evolving media landscape, interviews industry leaders, and breaks down the strategies behind high-impact communications. Through both his content and client work, Headrick consistently emphasizes one core idea: that reputation is no longer just managed—it is engineered.

With a deep understanding of media dynamics, emerging technology, and business strategy, Parry Headrick represents a new generation of PR leadership—one focused not just on visibility, but on shaping how companies are understood in an increasingly complex information ecosystem.

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#WeLeadComms is a partnership between IABC and Strategic.

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