As part of our knowledge-sharing efforts, Wizikey recently connected with communications expert Parry Headrick, founder of Crackle PR, to gain insights into the present and future communications landscape.

1. Tell me about your journey into the world of PR and communications?

I was a journalist for a few years, and then it became clear that I wasn’t going to change the world as I had hoped. The industry was beginning to experience turnover and layoffs, and I decided PR represented my best path forward to be able to —a) tell stories creatively, and b) help other people grow.

2. What’s your favorite part of being in PR?

Coming up with a big, crazy idea and then watching it pay dividends in terms of coverage and brand awareness for clients.

3. PR and communications have changed tremendously in the last two years? What more changes do you anticipate?

I see more companies becoming *their own* media companies as the media landscape continues to contract. That means manufacturing their own news, rather than waiting for a reporter to say “yes.”

4. What do you think is the biggest challenge in the PR and communications industry?

Fewer reporters each year with seven times as many PR people pitching them. The story has got to be truly special to breakthrough.

5. Data is the new oil. Do you think PR has to be data-driven?

I think the onus is on clients and the PR firm to figure out what data the company has to parse and make sense of for the media. That can be annual reports about the industry, surveys, etc. You can’t make big claims without supporting them with data.

6. How have you been monitoring the media landscape and the competition of your clients?

We use a variety of tools everyone has heard of, as well as a smattering of newer tools that seem to pop up every week. Sometimes we’ll also use our clients’ preferred tools.

7. How are you measuring PR success for all your campaigns?

Every client is different. Like a snowflake. Together we establish which KPIs are most important, and then establish a baseline early in the relationship, and measure progress over time. We do more of what’s working and less of what isn’t.

8. What are the biggest pain points today of a CMO/VP-Marketing?

When the CEO doesn’t “get” marketing. All they see is leads when marketing needs to also help build a brand. And when a CEO doesn’t understand marketing, they sure as hell don’t understand PR.

9. What should be the approach of PR professionals in solving the pain points of the CMOs?

Make their jobs easier with “boardroom ready” reports. Truly learn the business and become “the voice” of the company. Communicate regularly with sales to bridge the gap with marketing. Tell the truth, even when it’s painful. Don’t be a vendor, be a true partner.

 

10. What has been your biggest media channel to help build credibility in the market?

Linkedin is by far the most powerful (and under-utilized) platform today.

11. What is your favorite PR story?

I’m in b2b tech, but I like quirky PR stories, like when long-time friends discover they’re actually siblings using a product like MyHeritage.com. Stuff like that.

 

12. Tell me about some interesting highlights from your PR journey in 2021?

As a remote agency, it’s been super interesting competing against agencies that require their employees to commute an hour to sit in a cubicle. Guess who’s winning the employee wars?

 

13. What’s on your to-do list for 2022?

Scale intelligently. Love the clients we have and expand smartly.

14. Any tips for budding PR and communications leaders?

Yes. Get on LinkedIn and post about your profession every day. Do this for 9 months straight and you will not believe the doors it will open for you!

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