About the agency
Crackle PR is a senior-led, US-based technology public relations agency founded in 2020 by Parry Headrick. Its team is headquartered in the Boston area, with practitioners in San Francisco, New York and Portsmouth, New Hampshire. The firm works primarily with venture-backed and growth-stage business technology companies in AI, cybersecurity, fintech, SaaS, marketing technology and data infrastructure.
Its programs focus on earned-media relations, corporate and founder storytelling, executive visibility and the editorial credibility that influences search and AI-generated answers. Crackle develops coverage plans around product announcements, funding, category differentiation and industry expertise. It also measures citations and prominence across generative search systems as an extension of conventional publicity reporting.
The firm's published case studies include communications for Schneider Electric's AI leadership, Creditsafe's US market awareness and coverage programs for technology businesses such as Cologix and ON24. Headrick's previous agency and corporate experience informs a practice that places senior communicators directly on accounts rather than relying on layered junior account teams.