The Concept

The concept at the heart of Synapse’s platform is a result of hundreds of meetings, training sessions and social events with journalists and PRs, where it became clear the contract between journalists and PRs is broken. PRs have an abundance of names and email addresses but lack the technology to target key journalists whilst also reaching a multitude of other titles.

Owing to this abundance of data but lack of dedicated technology, some journalists are pitched 1000 times a day, largely via email. PR pitches in this volume, on a channel like email, do not add any value to either side of the equation – journalists will miss good ideas and PRs get no feedback. To the founders of Synapse, it made perfect sense to migrate all of this content onto a platform specifically designed to handle and analyse that amount of data (and put it to good use).

The Technology

Being purpose built for the media, Synapse has specialist tools and functionality that remove many of the day to day niggles suffered by media professionals. This includes automatic feedback, direct messaging, networking tools, list building tools, powerful filtering and search tools. Alongside the pitch marketplace, journalists are able to ask the PR community for something specific via our request functionality.

The goal of the platform is to remove friction and make the pitching of stories and sharing of content a smooth, painless and profitable process for PRs and journalists alike. The platform is built using the latest technology and is responsive, working on desktop, mobile and tablet.

The Result

The result is Synapse and its stories marketplace, where journalists can easily find relevant ideas and PRs can spread their content further and wider, without having to email 1000 contacts, chucked into a bcc black hole. All the while, Synapse utilises purpose-built tracking tools that far outstrip email tracking and click-based metrics, because they are tailored for the industry. PRs know who has clicked on their pitch, accepted or declined it and if accepted, the stage the story is in the editorial process. Journalists can use Synapse to silo PR pitches and collate content ideas, reclaim their inbox and automatically give PRs feedback, removing the need for chasing emails and calls. Files, images and everything else can be shared via the platform and its messaging service.

The Mission

Synapse's mission is to connect brands and the media, making sure the best stories get told. The impact of this mission will save the PR and media industry time and money: journalists can produce more content, faster and PRs will place more stories. Synapse's unique technology is geared to help generate more content, refresh the PR / journalist dynamic and help build lasting relationships.

Synapse announced its launch via PR Week on 20th July 2023, announcing partnerships with Reach Plc and National World Plc. Since then, registrations have flooded in for our closely monitored pilot phase from leading journalists and PRs. Please continue to register for the platform and access will be granted as soon as possible. For further information, please contact us.