Synapse turns 2 next month, so we’re saying thank you by celebrating all the PRs who post pitches in our marketplace all October long!

To kick us off we have our First Pitch Club. If you’ve never posted before, now’s the time. Post your first pitch this October to earn a spot in the Club (and yes, there are gifts).

Already a pro? Don’t worry, there are new weekly prizes and a brand-new Agency Leaderboard to climb.

Right, welcome back to The Loop – your weekly scroll of live journo requests, sharp PR tips, and media news worth your time…

🔥 MUST READ

…advice we’ve spotted from the experts

“It’s not always just about having an exciting idea, but understanding if it’s the right client, the right timing and the right media landscape to launch it into.”

Freelance PR consultant Shakira Sacks shares her instinctive “gut check” for campaign ideas: tie into the cultural conversation, resonate with your audience, have longevity, connect to wider truths or trends, and make sense for the brand. Tick all five, and you’ve got more than coverage!

👉 Read the LinkedIn post here

🗞️ PR-Y STUFF

Here’s what we think you should see this week:

  • Mirror set to cut general news reporters – Reach is proposing to cut the number of general news reporters working on the Daily and Sunday Mirror by five, with those remaining spread across new shift patterns. read more
  • Podcast: How news influencers shape public opinion? – This Provoke Media episode explores the growing role of news influencers, what makes them credible, and how their impact compares with traditional journalism, an insight PR pros can’t afford to ignore. listen to the episode
  • Adapting PR for the substack era – With more journalists building independent newsletters, PR needs to rethink outreach as personalised pitches and long-term relationships are becoming more valuable than mass distribution. read more
  • When bad PR meets bad AI – From fake case studies to dodgy automation, poor habits in PR and misuse of AI risk poisoning relationships with journalists and damaging trust in the media. read more
  • Survey exposes workplace bullying in the creative industries – A new study has found widespread bullying and harassment, with women in creative sectors reporting the highest levels. read more
  • Ex-Observer team launches The Nerve – An all-women team of five ex-Guardian and Observer journalists is launching the Nerve, an ‘insurgent’ new UK publication with a promise to bring ‘cultural courage’ to the UK media scene. read more 

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Reach plc:

Express:

The Sun:

Triangle News:

Daily Express/Daily Mirror:

Newsquest:

Real Homes/Future:

Freelance:

Or head to the marketplace now to look our requests yourself.

📆 NEXT MONTH’S HOOKS

…because we don’t want you missing out on stuff.

💡 1st: New energy price cap comes into force

🚛 1st: PMI Manufacturing data released

🎬 3rd: ‘The Smashing Machine’ UK release date – the latest A24 film starring Dwayne Johnson and Emily Blunt

✨ 3rd: Life of a Showgirl, Taylor Swift’s new album, scheduled for release

🎤 4th: Katy Perrry kicks off the UK leg of her Lifetimes Tour

🪐 4th: Start of World Space Week

💼 5th: Deadline to register for self-assessment

🏘️ 6th: World Habitat Day – Last year, UK-focused articles by charities like Amnesty International UK and BRITA UK discussed its implications for housing and urban development within the country

🏠 7th: Halifax House Price Index

📺 8th: The Traitors UK is back with their new celebrity version on BBC One and iPlayer

🎃 14th: Searches for ‘Pumpkin Patches’ typically peak – According to Google Trends, last year the peak was 13–19th of October

🧥 15th: Searches for ‘Winter Fashion’ peak – For five years in a row, this has been a trending topic on Google, according to reports, with the peak occurring between 15-24 October. Content covers winter wardrobes, knitwear, and layering

🎄16th: 3 in 10 Brits start Christmas shopping – According to MailMetro stats, the end of October has officially marked the start of decoration shopping.

💸 16th: Latest UK GDP figures released

👻 17th: ‘Black Phone 2’ horror UK release date – starring Ethan Hawke.

🏎️ 17th: Formula 1 USA Austin Grand Prix kicks off

🍿 17th: ‘One Flew Over The Cuckoo’s Nest’ UK release date – featuring Jack Nicholson 

🧙‍♀️ 22nd: Searches for ‘Halloween Costume’ peak – According to Google Trends, most people in the UK watched ‘YouTube’ videos for costume inspiration, followed by ‘Image Search’

💸 22nd: UK inflation data released

🦸 24th: MCM Comic Con London starts – The biggest Pop Culture celebration in the UK will take place at ExCel, London.

⏳ 26th: End of British Summer Time

🍂 27th: Autumn Half Term begins

🟢 29th: Deadline for the Government’s new Carbon Budget Delivery Plan

📝 31st: Paper Self-Assessment Deadline (HMRC) – Last day to file a paper return. If missed, switch to online to avoid penalties.

Have a story that’s ready to go?

Head to the marketplace now or simply send it to pitches@synapse.media (or add us to your media list) and we’ll make sure it reaches the right journalists.

Questions about Slack Notifications?

Send us a message at support@synapse.media. We are always happy to help!

In the fast-paced world of journalism, crafting a compelling pitch is an art form that can significantly boost your chances of getting your story picked up. Here are some essential insights from industry experts on Synapse, who share their top tips on how to create a pitch that stands out.

Timing is Everything

Timing your pitch can make a world of difference. The LADbible team suggests planning ahead for their Wednesday PM and Thursday AM meetings. They also recommend steering clear of time-sensitive requests, as their focus is often on current news events.

Expert Insights Add Value

Sophie Law from Reach plc highlights the importance of including good quotes from genuine experts. Engaging topics such as gardening, cleaning, health, beauty, and travel are always in demand. A strong expert endorsement can elevate your pitch from good to great.

Catchy and Clear Headlines

A strong headline is your first impression. Felicity Thistlethwaite from The Stylist Group advises against waffling. Instead, make your headlines succinct and self-explanatory, like “Ronseal, as we’d call it.” A headline that clearly conveys the essence of the story is more likely to capture attention.

Be Newsworthy and Useful

The SEO team at Newsquest is looking for content that is practical and informative. Whether it’s an explainer, a listicle, or an update on a trending topic, content that readers find useful is more likely to be shared and engaged with.

Targeted and Timely

Rachel Sloper from Reach plc suggests that PRs focus on affiliate content with high commission potential. Timing your pitch to arrive before the morning rush increases the likelihood of it being noticed.

In summary, the secret to a successful pitch lies in targeting your stories to fit the specific needs of each outlet, crafting clear and compelling headlines, and ensuring your content is timely, useful, and backed by expert insights.

By following these insider tips, you’ll be well on your way to crafting pitches that capture journalists’ attention and get your stories published. Are you ready to change the game?

No more digging through messy inboxes. With requests delivered straight to your Slack, you can jump on opportunities and respond directly from your channels, without breaking your workflow.

 If you’re on Slack, connect it now and make sure nothing slips past you.

Right! Welcome back to The Loop – your weekly go-to scroll of live journo requests, PR tips, and media news, all in one place.

Here’s what’s trending this week…

🔥 MUST READ

…advice we’ve spotted from the experts

“When journalists need insight, they’re not just looking for a quick quote; they want trustworthy voices who can help explain, add credibility, and shape the story responsibly.

Saskia Fryer warns against the rise of “fake AI experts” in media and reminds PRs that authentic commentary is what builds trust, keeps journalists coming back, and protects brand reputation in the long run.

👉 Read the LinkedIn post here

🗞️ PR-Y STUFF

Here’s what we think you should see this week:

  • Financial Times reports £540m global revenue boost – The FT posted record revenues in 2024, up 6% year-on-year to £540m, driven by subscriptions and events, showing the continued strength of quality journalism in a tough media climate. read more
  • Why organisations must confront the AI “Trust Gap” – Stephen Waddington argues that while AI promises efficiency, it risks deepening public mistrust, advising PR leaders they need to step up now to set standards for transparency, ethics, and accountability. read more
  • AI promises time savings and higher-value PR work – A new BCG report suggests AI can cut costs and free up time in comms teams, allowing PR pros to shift focus from admin to higher-value, strategic work. read more
  • CIPR research exposes age discrimination in PR – New CIPR findings reveal widespread ageism across the PR profession, with older practitioners facing barriers to progression and bias in recruitment, raising tough questions about inclusivity in the industry. read more
  • How PR should adapt to shrinking newsrooms? – With newsrooms facing ongoing staff cuts, PR pros need to rethink how they pitch, as experts say clarity, relevance, and fully packaged stories are more crucial than ever. read more
  • Reach versus Newsquests, publishers versus AI and the breakup of Google – In this Future of Media podcast episode, experts discuss the latest job cuts at Reach, attacks on journalism from AI bots, and what the proposed break-up of Google’s adtech business could mean for publishers. It’s an older episode, but still a great listen. listen to the episode

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Reach plc:

Express:

The Sun:

Triangle News:

Daily Express/Daily Mirror:

Newsquest:

Real Homes/Future:

Or head to the marketplace now to look our requests yourself.

📆 NEXT MONTH’S HOOKS

…because we don’t want you missing out on stuff.

💡 1st: New energy price cap comes into force

🚛 1st: PMI Manufacturing data released

🎬 3rd: ‘The Smashing Machine’ UK release date – the latest A24 film starring Dwayne Johnson and Emily Blunt

✨ 3rd: Life of a Showgirl, Taylor Swift’s new album, scheduled for release

🎤 4th: Katy Perrry kicks off the UK leg of her Lifetimes Tour

🪐 4th: Start of World Space Week

💼 5th: Deadline to register for self-assessment

🏘️ 6th: World Habitat Day – Last year, UK-focused articles by charities like Amnesty International UK and BRITA UK discussed its implications for housing and urban development within the country

🏠 7th: Halifax House Price Index

📺 8th: The Traitors UK is back with their new celebrity version on BBC One and iPlayer

🎃 14th: Searches for ‘Pumpkin Patches’ typically peak – According to Google Trends, last year the peak was 13–19th of October

🧥 15th: Searches for ‘Winter Fashion’ peak – For five years in a row, this has been a trending topic on Google, according to reports, with the peak occurring between 15-24 October. Content covers winter wardrobes, knitwear, and layering

🎄16th: 3 in 10 Brits start Christmas shopping – According to MailMetro stats, the end of October has officially marked the start of decoration shopping.

💸 16th: Latest UK GDP figures released

👻 17th: ‘Black Phone 2’ horror UK release date – starring Ethan Hawke.

🏎️ 17th: Formula 1 USA Austin Grand Prix kicks off

🍿 17th: ‘One Flew Over The Cuckoo’s Nest’ UK release date – featuring Jack Nicholson 

🧙‍♀️ 22nd: Searches for ‘Halloween Costume’ peak – According to Google Trends, most people in the UK watched ‘YouTube’ videos for costume inspiration, followed by ‘Image Search’

💸 22nd: UK inflation data released

🦸 24th: MCM Comic Con London starts – The biggest Pop Culture celebration in the UK will take place at ExCel, London.

⏳ 26th: End of British Summer Time

🍂 27th: Autumn Half Term begins

🟢 29th: Deadline for the Government’s new Carbon Budget Delivery Plan

📝 31st: Paper Self-Assessment Deadline (HMRC) – Last day to file a paper return. If missed, switch to online to avoid penalties.

Have a story that’s ready to go?

Head to the marketplace now or simply send it to pitches@synapse.media (or add us to your media list) and we’ll make sure it reaches the right journalists.

Questions about Slack Notifications?

Send us a message at support@synapse.media. We are always happy to help!

Now we’re doing the same for you. Journo requests can now land straight in your Slack: no messy inbox and no missed opportunities. If your team uses Slack, make sure you connect it so you never miss a story worth jumping on.

Welcome back to The Loop – your go-to weekly scroll of live journo requests, smart PR tips, and media moves worth knowing.

Here’s what’s hot this week…

🔥 MUST READ

…advice we’ve spotted from the experts

“Most pitches don’t land because they sound like… pitches.”

Renata Miranda, who’s worked on both sides of the inbox, says the best results come when PRs think beyond headlines: sharing data, fresh angles, and relevance that actually matters, while ditching spray-and-pray emails in favour of real conversations.

👉 Read the LinkedIn post here

🗞️ PR-Y STUFF

Here’s what we think you should see this week:

  • Google pours £9bn into UK AI – Google is set to invest £9bn in UK AI, including DeepMind and new infrastructure, as a move that cements Britain’s place in the global AI race and signals major opportunities. read more
  • Apple blocks Daily Mail from News app – Apple has removed the Daily Mail from its News app without explanation, sparking accusations of censorship and raising fresh questions about platform power over publishers. read more
  • UK sustainability reporting standards move closer – New UK sustainability reporting rules are taking shape, with big implications for how companies communicate ESG performance, meaning PR teams will need to translate complex data into credible, public-facing stories. read more
  • Human traffic down, bot traffic up – New data shows bots now make up a growing share of website traffic, while real human visits fall, raising questions for PR and publishers about audience quality and measurement. read more
  • Times and Sun pull royal sacking story – The Times and The Sun have quietly removed a viral story about a palace cleaner allegedly fired over a photo, after questions over its authenticity raised concerns about sourcing from TikTok. read more
  • Why comms must be seen as strategic in the public sector? – Public sector comms teams are too often treated as tactical support, but a new call argues their role in shaping trust, transparency, and engagement makes them vital at the strategy table. read more

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Reach plc:

Express:

The Sun:

The i Paper:

Freelance:

Triangle News:

Daily Express/Daily Mirror:

Newsquest:

Or head to the marketplace now to look our requests yourself.

📆 NEXT MONTH’S HOOKS

…because we don’t want you missing out on stuff.

🏰 (TBC): The Traitors UK is back with their new celebrity version – Official launch date TBC

💡 1st: New energy price cap comes into force

🚛 1st: PMI Manufacturing data released

🎬 3rd: ‘The Smashing Machine’ UK release date – the latest A24 film starring Dwayne Johnson and Emily Blunt

✨ 3rd: Life of a Showgirl, Taylor Swift’s new album, scheduled for release

🎤 4th: Katy Perrry kicks off the UK leg of her Lifetimes Tour

🪐 4th: Start of World Space Week

💼 5th: Deadline to register for self-assessment

🏘️ 6th: World Habitat Day – Last year, UK-focused articles by charities like Amnesty International UK and BRITA UK discussed its implications for housing and urban development within the country

🏠 7th: Halifax House Price Index

🎃 14th: Searches for ‘Pumpkin Patches’ typically peak – According to Google Trends, last year the peak was 13–19th of October

🧥 15th: Searches for ‘Winter Fashion’ peak – For five years in a row, this has been a trending topic on Google, according to reports, with the peak occurring between 15-24 October. Content covers winter wardrobes, knitwear, and layering

🎄16th: 3 in 10 Brits start Christmas shopping – According to MailMetro stats, the end of October has officially marked the start of decoration shopping.

💸 16th: Latest UK GDP figures released

👻 17th: ‘Black Phone 2’ horror UK release date – starring Ethan Hawke.

🏎️ 17th: Formula 1 USA Austin Grand Prix kicks off

🍿 17th: ‘One Flew Over The Cuckoo’s Nest’ UK release date – featuring Jack Nicholson 

🧙‍♀️ 22nd: Searches for ‘Halloween Costume’ peak – According to Google Trends, most people in the UK watched ‘YouTube’ videos for costume inspiration, followed by ‘Image Search’

💸 22nd: UK inflation data released

🦸 24th: MCM Comic Con London starts – The biggest Pop Culture celebration in the UK will take place at ExCel, London.

⏳ 26th: End of British Summer Time

🍂 27th: Autumn Half Term begins

🟢 29th: Deadline for the Government’s new Carbon Budget Delivery Plan

📝 31st: Paper Self-Assessment Deadline (HMRC) – Last day to file a paper return. If missed, switch to online to avoid penalties.

Have a story that’s ready to go?

Head to the marketplace now or simply send it to pitches@synapse.media (or add us to your media list) and we’ll make sure it reaches the right journalists.

Questions about Slack Notifications?

Send us a message at support@synapse.media. We are always happy to help!