For CMOs & VPs of Communications
PR that shows up in the room before you do.
A senior-only PR partner for in-house communications leaders at 200–2,000-person B2B tech companies. No junior swap-outs. No AVE reporting. GEO fluency by default. Measurement your CFO will actually read.
Direct to a senior Crackle PR lead. No BDR gate. No agency-side account manager.
The trigger moments
You didn't call an agency because things were going well.
Six patterns show up in almost every conversation we have with a sitting VP Comms or CMO. If two of these describe your last quarter, we should probably talk.
"Your agency swapped in juniors after the pitch"
The SVP who won the business is now on three other accounts. Your day-to-day is a 26-year-old account executive who has never briefed a Wall Street Journal reporter, and it shows in the coverage.
"Your board wants a GEO answer and your agency doesn't have one"
'How do we show up in ChatGPT and Perplexity?' is now a standing board question. Your incumbent still measures AVE and impressions. You need someone who can talk citation share, LLM crawler policy, and Quotation schema without a deck full of buzzwords.
"You inherited an agency after a leadership change"
New CMO, new CCO, new mandate — but a 12-month agency contract, a stalled program, and no measurement framework you'd defend to the CFO. You need a partner who can be operational in 30 days, not 90.
"Coverage is up, but pipeline attribution is a black box"
You can't walk into a QBR with clip counts anymore. You need share of narrative, deal-cycle influence, analyst inclusion, and AI-answer citation — reported monthly, in a format Sales and Finance will actually read.
"You need executive visibility, not just brand press"
Your CEO wants to be quoted in the room before they walk in. That's bylines, podcasts, Muck Rack surface area, LinkedIn thought leadership, and a Person schema graph that LLMs cite. Most agencies can't operate this stack.
"Your team is fine — you need senior leverage, not a bigger org chart"
You already have a Director of Comms, a content lead, and an internal writer. You don't need another layer. You need a senior operator who plugs into your team, runs the hard stuff, and doesn't require managing.
What changes on day one
A different operating model for in-house comms leaders.
Legacy holding-company model
- SVP wins the business, juniors run the account
- Monthly report: clip counts, impressions, AVE
- GEO / LLM citation not measured or delivered
- 90-day discovery phase before real output
- Analyst relations sold as a separate line item
- Escalation goes through 3 layers to a decision-maker
Crackle PR
- Senior operators only — the person you meet is the person who runs it
- Share of narrative, deal-cycle influence, AI citation share
- Quarterly LLM Citation Index benchmark included
- Operational in 30 days, first tier-1 target in week two
- Analyst relations baked in, not upsold
- Direct line to founder — no account-management middle layer
The measurement framework
What gets you fired isn't the coverage. It's the reporting.
Every Crackle engagement reports against the same six pillars. Board-ready, CFO-defensible, no vanity metrics.
Share of narrative
Are you present — by name, with your framing — in the category-defining stories? Tracked monthly against 3–5 named competitors.
AI citation share
How often ChatGPT, Perplexity, Google AI Overviews, and Gemini surface your brand in buyer-intent answers. Benchmarked quarterly via the LLM Citation Index.
Analyst inclusion & sentiment
Gartner, Forrester, IDC, and category-specific analysts: inclusion, quote sentiment, briefing cadence, inquiry volume.
Deal-cycle influence
Sales-team intel on prospects arriving pre-educated by earned media. Tracked in your CRM with UTM and 'how did you hear about us' capture.
Executive authority score
Bylines placed, podcast appearances, speaking invitations, LinkedIn engagement — a composite index you can show your CEO and your board.
Crisis readiness
Statement library, dark-site status, spokesperson training currency, tabletop cadence. Reported as a status dashboard, not a story.
See how the AI citation pillar is built: the quarterly LLM Citation Index →
PR-influenced revenue scenario
Compare influenced revenue with annual PR spending
Crackle PR's B2B tech PR scenario applies your assumed influence and close rates to an annual pipeline target. It compares influenced revenue with spending; it does not establish revenue caused by PR or profit return.
12-month projection
- Annual PR investment
- $216,000
- Influenced pipeline
- $600,000
- Hypothetical PR-influenced closed revenue
- $132,000
- Influenced revenue-to-spend ratio
- 0.6×
A ratio below 1 means assumed influenced revenue is lower than PR spending. Revenue is not profit: delivery costs, other marketing contributions and incremental attribution are not included. Brand awareness, analyst inclusion and AI citations are separate outcomes, not automatic additions to this ratio. Full ROI calculator →
Discuss this scenarioHow we plug in
We don't try to own the org chart. Your team stays your team.
Crackle runs
- Tier-1 media relations & reporter development
- Analyst relations (Gartner, Forrester, IDC, category)
- GEO / AI citation strategy & quarterly benchmarking
- Executive visibility (bylines, podcasts, LinkedIn)
- Crisis readiness & rapid response
- Category narrative & competitive positioning
Your team keeps owning
- Internal & employee communications
- Product marketing & product PR
- Brand, design, creative direction
- Social community management
- Customer marketing & references
- Corporate & investor communications
A 30-minute call. No pitch deck.
You describe the last quarter. Parry tells you — plainly — whether we can help, whether you should stay with your incumbent, or whether there's a third option worth exploring.
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.
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."