James Gerber is vice president of account services at Crackle PR, the remote B2B technology public relations agency founded by Parry Headrick. A Boston, Massachusetts, PR professional who spent seven years at March Communications, he joined Crackle at its start in 2020 and writes about how AI tools are changing the work of getting companies covered and cited.
Seven Years at March Communications
Gerber worked at March Communications, a Boston technology PR agency, from 2013 to 2020, first as an account manager and from 2016 as an account director, according to his LinkedIn profile. Headrick was a senior vice president of marketing and communications at March before he left to start Crackle.
Launching Crackle PR in 2020
Headrick and Mike Teixeira, a former creative executive at Calypso Communications, launched Crackle in August 2020 as a remote-first firm for "companies doing good things for their employees, their customers, the world," O'Dwyer's reported. Gerber's LinkedIn dates his start as vice president of account services to April 2020, a few months before the public launch.
In a September 2020 Seacoast Media Group story on the new agency, he described the work as finding "the right look and feel and message for each client," adding, "It's not a one size fits all approach; it's an approach where we work with them to figure out what's going to work for their audience."
Writing on AI and Public Relations
In January 2023, weeks after ChatGPT's release, Gerber predicted on LinkedIn that AI would be "massively beneficial for the PR industry," adding, "But not how you think." He forecast a flood of solid but generic AI-written content that would crowd out what used to give companies an edge, pushing readers back toward news outlets, real experts, and word of mouth. "The only way to draw in an audience will be to create unique and authentic, human-created content," he wrote. "PR people will be there, sparking conversations and word of mouth as we always have."
In October 2025 Crackle released a free news release template written for AI systems built on large language models, or LLMs, such as ChatGPT, Perplexity, and Gemini, which pull facts from published releases when they answer questions. "Most of what we as PR people have always done still applies," Gerber wrote in a LinkedIn post about the template. "Reaching LLMs is all about providing a little extra structure, considering what your audience might ask an LLM and providing enough context to fully answer those questions."