Expert Source Desk · For Journalists
On a deadline? Get a quote in two hours.
Parry Headrick — founder of Crackle PR, Forbes Agency Council contributor, and host of the Under Embargo podcast — is an on-record expert source for stories about AI search, GEO, earned media, crisis communications, and B2B tech PR. Typical reply within two business hours.
Mon–Fri, 8am–7pm ET · US, UK & Canada · English
Topic areas
What Parry is on-the-record about
AI search & generative engine optimization (GEO)
How ChatGPT, Perplexity, Google AI Overviews, Gemini, and Claude choose which sources to cite; what brands can do to become the cited answer; what's actually working vs. vendor hype.
Earned media as AI infrastructure
Why tier-1 press is now the input layer for LLMs, the data on citation share, and why owned content alone underperforms.
Crisis communications in the AI era
How AI-amplified backlash (commencement speeches, layoffs, model launches) is different from legacy crisis cycles — and what executives should actually do.
The boutique vs. holding-company PR model
Senior-led vs. junior-staffed execution, why VC-backed B2B tech is migrating away from holding companies, real economics behind retainers.
Founder & executive thought leadership
What separates bylines that get read from bylines that get ignored — and how LinkedIn-led inbound now drives the majority of B2B PR leads.
B2B tech category creation
Cybersecurity, fintech, AI infrastructure, data centers, martech — how categories are framed, contested, and locked in through PR and analyst relations.
Cite-ready stats
Original Crackle PR research — free to cite (CC BY 4.0)
Pulled from the Crackle LLM Citation Index. Attribution: "Crackle PR LLM Citation Index, Q2 2026."
of LLM answers to buyer-intent B2B tech questions cite at least one tier-one earned-media source in the first answer block.
Vendors with 5+ tier-one earned-media placements in the prior 12 months are cited by name in LLM answers 8.7× more often than vendors without tier-one coverage.
Press releases restructured for Answer Engine Optimization earn LLM citations 6.2× more often than traditional press releases.
Median publication age of cited sources in LLM answers about B2B tech vendors — meaning sustained earned-media velocity beats legacy archives.
Drop-in quotes
On-record, drop-in quotes
Tight deadline? These quotes are pre-cleared for use, attributed to Parry Headrick, founder of Crackle PR. For exclusives or follow-ups, call or email.
GEO / AI citations
“Earned media became infrastructure for artificial intelligence. Your company's visibility inside ChatGPT, Perplexity, and Claude is now decided by whether journalists at AI-licensed publications have ever written about you.”
Press releases in the AI era
“The press release didn't die — it changed audiences. Half of its job now is to be cited by a language model, and that demands a structure traditional wires were never built for.”
Crisis comms
“Most modern PR crises aren't failures of message discipline — they're failures of empathy. The fix is rarely a better statement; it's reading the room before you speak.”
About the source
Parry Headrick
20+ years in B2B tech PR. Former VP at SHIFT Communications and Matter Communications. Founder of Crackle PR, a senior-only B2B tech PR firm. Forbes Agency Council contributor. Host of the Under Embargo podcast on AI-era PR.
Previously quoted in AP, The Guardian, WSJ, BBC, Inc., and PRWeek.
Working on a story? Skip the intake form.
Email parry@cracklepr.com or call (415) 246-8486. Reply typically within two business hours, faster if you mark the subject "DEADLINE."