Synapse Spotlight was built for PRs who are good at what they do, so we think their work deserves to be recognised.
The bigger picture? Journalists are dealing with full inboxes, repeated pitches and a lot of email back-and-forth. That means even strong PRs can get lost in the everyday workflow. Not because they do not have great stories, or are not relevant, but because they have not had the chance to build trust yet.
That is where Synapse Spotlight comes in.
What is Synapse Spotlight?
It is not a directory. It is a way of putting credible PRs in front of journalists who are actually likely to need their expertise.
Selected PRs are featured on LinkedIn and shared directly with the Synapse journalist community, helping put them in front of the right people. The Spotlight profiles also give journalists a clearer sense of who a PR is, what they cover, who they represent and the kinds of stories they are already working on.
A Spotlight profile shows:
- the areas a PR can comment on
- the brands they represent
- the stories they are currently pitching
- how quickly they usually respond
- why a journalist might come to them in the first place
So rather than being just another name in an inbox, PRs get the chance to show journalists what they actually bring to the table.
Why this matters for journalists?
As we have mentioned already, journalists need trusted contacts.
When it comes to tight deadlines, they don’t want to guess the PR who might be helpful. They want to know who covers a topic, who can move quickly and who has something genuinely relevant to say.
That is what makes Synapse Spotlight useful. It gives journalists a shortcut to the right people.
That saves time, but it also helps with something bigger: building stronger relationships with PRs they know they can rely on.
Why this matters for PRs?
For PRs, Synapse Spotlight is about more than being visible. It is about cutting through crowded inboxes and standing out for the right reasons.
Journalists want to know who they are dealing with. They want to know that when they reach out, they will get a fast reply, a useful comment and a story that makes sense for their audience. Synapse Spotlight helps PRs show exactly that.
For PRs, Synapse Spotlight is about more than being visible. We want to showcase why you’re a Synapse PR. When a journalist sees your name alongside your expertise, your client list and your current story angles, you come across differently. To them, you are someone with a clear idea and knowledge, as well as a record of being useful along the way.
Real examples from Synapse Spotlight
We continue to highlight great PR. The existing Spotlight profiles make the value of this approach easy to see.
Our spotlight was on Sophie Wylie from iDHL and her profile positions her as a strong contact for lifestyle commentary. It includes brands she represents and a range of current story angles, including allergy-safe plants, burnout symptoms, spring cleaning value and social media privacy settings. Her profile also notes an average media response time within 24 hours.
Distinctly’s Eva Langley’s Spotlight profile shows the range of areas she can support with, from gardening and home maintenance to hair loss, family law and vaping. Her current pitches include seasonal garden advice, vape-related data and cosmetic procedure trends, and her profile states that she typically replies within 24 hours.
Lauren Shelley from Marketing Signals’s profile focuses on digital PR, media and marketing. Her featured story angle looks at AI content farms and domain authority, and her Spotlight makes it clear that journalists can come to her for anything related to digital PR. Her reply time is also listed as typically within 24 hours.
These examples work because they feel grounded. The best part? They give journalists something concrete to work with.
How about that bigger Synapse picture?
The Synapse Spotlight also connects to a wider Synapse message. It’s very simple and it is about helping users land coverage and links without media lists. It’s fair to say Synapse has secured more than 1,000 pieces of coverage in top publications, which reinforces the wider goal behind this series.
It helps journalists find trusted PRs faster. It helps PRs show their value more clearly, and definitely makes introductions feel more relevant. That’s the whole point, isn’t it?
Want to be part of it?
