Field Guide #008
The Modern Brand Trust Stack
Five layers from Owned Proof to AI Citability. LLMs pull disproportionately from layers 1 and 2 — brands optimizing only for 3 and 4 are invisible in AI search.
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The Field Guide Series
Crackle PR Field Guides
One-page visual references on PR, communications, marketing, GEO, and AI search. Built for B2B tech founders, CMOs, and heads of comms who need the framework on one screen.
Field Guide #007
AI Search Runs on Earned Media. PR Owns This Now.
SEO vs. AEO vs. GEO — the zero-click reality, the Princeton paper that named GEO, and why earned media is the only durable lever.
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Field Guide #006
The 9 Publishers That Decide What AI Says About Your Brand
LLMs train on a closed list of licensed publishers. Why your website isn't enough — and which outlets actually move AI visibility.
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Field Guide #005
PR Does More Than You Think: 12 Ways Senior PR Moves the Needle
Twelve jobs of senior PR — from earned media and LLM visibility to category creation, fundraise tailwind, and exit premium.
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Field Guide #002
PR vs. Comms vs. Marketing: Three Disciplines, One Reputation
What each discipline owns, where they overlap (visibility, trust, voice), and the single asset all three inherit: the story.
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12The Inquiry
Start with the best tech PR agency.
Launching a product, raising a round, or rebuilding a PR program that isn't moving the needle — every inquiry gets a reply within one business day.
(415) 246-8486parry@cracklepr.com
Boston · Portsmouth, NH · San Francisco
Monday–Friday · 9:00–18:00 ET
A note from the founder
"We answer every inquiry personally. No bots, no junior staff, no triage queue. If it's a fit, we'll tell you. If it isn't, we'll tell you that, too."
Parry Headrick · Founder