Hey there,
Can AI restore the trust that media relations needs?
Welcome to The Loop – your weekly scroll of sharp tips, journo requests and media news we know you don’t want to miss.
Before we dive in, here’s a reminder of what’s up and coming:
Join Synapse and Freelancing for Journalists for AI, Public Relations & Building Trust, a live virtual event where the experts will share practical tips on rebuilding trust and using AI responsibly. There’ll be plenty of time for your questions too!
When? On July 2nd, at 12 pm on Zoom.
Here’s what’s landing this week…
🔥 MUST READ
…advice we’ve spotted from the experts
“PR knows the media has changed, but are we moving fast enough to keep up? (Spoiler: probably not)”
Lauren Phillipou calls out how even as journalists branch into podcasts, newsletters, and video, many PR teams still pitch like it’s 2018, saying it’s time to evolve approaches for today’s formats.
👉 Read the LinkedIn post
🔎 JOURNO REQUESTS
Here’s what journalists are currently looking for on Synapse:
Insider Media:
- Looking for all dealmaking-related announcements from B2B press teams in the West Midlands area – legal, accountancy, and corporate finance advisers
- Seeking dealmaking news from Dorset-based professional services – legal, accountancy, and corporate finance firms.
Metro:
Express:
LADbible:
- Looking to speak with a health expert who can comment on the health implications of unregulated, illegal vape use.
- Looking for urgent doctor commentary on the reality of what rubber bullets can actually do to your body.
- Looking for a mental health expert for a comment on dealing with panic attacks
The Sun:
Daily Mirror / Express / Reach titles:
The i Paper:
- Looking to speak to someone who has moved away from the UK for financial reasons and doesn’t regret it.
- Looking to speak to someone who wouldn’t put their money in stocks and shares over a cash ISA.
- Looking for expert comments/case study of someone in one of the vulnerable groups that have lost out on the winter fuel payment u-turn for
- Looking to speak to someone who keeps physical cash at home, hidden away safely, for emergencies.
- Looking to speak to someone who received a higher inheritance tax bill because they disputed the value of their property.
Or head to the marketplace now to look at requests yourself.
🗞️ PR-Y STUFF
Here’s what we’ve read this week so that you don’t have to:
- If you’re not earning a reaction, you can’t win – Weber Shandwick’s president on why real impact means earning attention, not just buying it – and why the best ideas don’t chase headlines, they create them. read more
- JIN’s Edouard Fillias on replacing himself with AI – In this episode of ‘The Agency Leader’ Podcast, Edouard Fillias talks AI, efficiency, and why comms leaders need to rethink their own roles before tech does it for them. read more
- PR agency’s lottery winner pitches raise eyebrows – Press Gazette digs into a PR agency’s campaign pitching “lottery winners” to publishers—only to find many of those winners mysteriously vanish, sparking questions about transparency and ethics. read more
- Just Curious: Reimagining PR’s future with David Gallagher – PR veteran David Gallagher maps out how decentralised models, AI and geopolitical shifts are reshaping the industry and why community, flexibility and purpose will define its next chapter. listen on Spotify
📆 NEXT MONTH’S HOOKS
…just because we don’t want you missing out on stuff.
- 1 August: Edinburgh Fringe Festival begins
- 1 August: ‘The Bad Guys 2’ movie release date for the UK
- 7 August: Bank of England MPC Base Rate decision – It will be reviewed to determine interest rates set by lenders and savings providers
- 8 August: ‘The Naked Gun’ release date – A reboot starring Liam Neeson, directed by Akiva Schaffer.
- 9 August: Edinburgh International Book Festival begins – featuring everyone from the rising stars of fiction to Nobel Prize-winners
- 14 August: University Clearing search peak – Searches for ‘Clearing’ spike here. Smart PR timing for universities, fintechs, student accommodation and retail brands aimed at young adults.
- 14 August: UK economic announcements – Balance of Trade, Gross Domestic Product, Index of Services and Industrial Production announced.
- 21 August: GCSE Results Day – MailOnline’s social platforms reach 2 in 5 school leavers. BBC’s informed that students will receive their results via the Education Record app this year.
- 21 August: Reading & Leeds Festival begins
- 22 August: Women’s Rugby World Cup starts – London, Bristol, Sunderland, Brighton, Northampton, Exeter, Manchester and York are the host cities.
- 24 August: Notting Hill Carnival
- 27 August: ‘School shoes’ searches peak – According to MailMetro Media, 46% of parents use payment schemes for back-to-school items.
✨ BEFORE YOU GO
Got something brilliant but in a rush?
Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.
Synapse – the only stories marketplace for PRs and journalists – today announced two major appointments to its leadership team as it accelerates its growth across the UK media and communications landscape.
Mark Gallagher, founder of the strategic communications agencies Riverside Advisory and Pagefield joins the Synapse board in July. One of the UK’s leading communicators, campaigners and political lobbyists, Gallagher brings a wealth of experience and an unparalleled network of relationships across journalism, public affairs, and strategic communications. He sold Pagefield to DC based PPHC in June 2024 and remains a Senior Adviser at the agency. A former Director of Public Affairs at ITN and ITV plc, his appointment signals a significant step in Synapse’s mission to deliver cutting-edge technology directly into the hands of journalists and PR professionals across the UK.
“Synapse is a deeply impressive company, with a great product, ever deepening partnerships, and a stellar board and executive team. I didn’t hesitate to join them.”
“We’re excited to welcome Mark to the board,” said Charles Russell, CEO of Synapse. “Mark’s insight and influence within the media space will be invaluable as we continue building the most innovative solutions for both PRs and journalists.”
Mark joins an elite group of industry leaders on Synapse’s Board, including PR legend Mark Borkowski and its chair, advertising and media leader Rupert Howell. Dowgate Capital continues to advise on fundraising and corporate strategy.
In addition, Lloyd Embley, existing shareholder and board member, will be joining the Synapse management team as Executive Director. Formerly Editor-in-Chief of Reach plc, Lloyd will bring his extensive newsroom leadership and editorial expertise to the forefront of Synapse’s product development and strategic direction, with a particular focus on enhancing the platform for journalists and media organisations.
“Lloyd’s transition from board member to executive reflects our shared belief in the transformative potential of Synapse,” added Russell. “His deep understanding of newsroom workflows and editorial challenges will play a critical role in shaping tools that truly meet the needs of the industry.”
These appointments strengthen Synapse’s commitment to solving decades-old problems for modern media professionals through smart, collaborative SaaS technology. With a growing user base and strong platform adoption among UK journalists and PRs, Synapse is poised to become the go-to platform for story collaboration in a digital-first world.
Silly season is here, but that doesn’t mean the pitches stop.
Now more than ever journalists need stories to fill those lighter news pages, and ideally, they’re looking for something with a longer shelf life. Think campaigns that can resonate for the whole of summer (not just July).
Drop your story into the Synapse marketplace or send it to pitches@synapse.media and we’ll post it for you!
Now welcome back to The Loop – your favourite weekly scroll of live journo requests, media relations tips and news you don’t want to miss.
Here’s what’s hot this week…
🔥 MUST READ
…advice we’ve spotted from the experts
“Journalists want to speak to spokespeople directly, not just accept written statements.”
Talia Hatch’s takeaways from our Spotlight Session: AI, Public Relations and Building Trust: prioritise real voices, use AI to sense-check relevance, and never underestimate the power of a coffee meeting.
👉 Read the full LinkedIn post
🔎 JOURNO REQUESTS
Here’s what journalists are currently looking for on Synapse:
Insider Media:
- Looking for all dealmaking-related announcements from B2B press teams in the West Midlands area – legal, accountancy, and corporate finance advisers
- Seeking dealmaking news from Dorset-based professional services – legal, accountancy, and corporate finance firms.
The i Paper:
- Looking for expert comments/case study of someone in one of the vulnerable groups that have lost out on the winter fuel payment u-turn for
- Looking to speak to someone who keeps physical cash at home, hidden away safely, for emergencies.
- Looking to speak to someone who received a higher inheritance tax bill because they disputed the value of their property.
- Looking for someone who is less likely to use a cash ISA if Reeves cut the annual allowance.
Newsquest:
Metro:
- Looking to hear from couples who bought a house together about their deposit.
- Looking to chat to couples of all ages about how they split their money.
Triangle News:
- Looking to speak to young people who have very successful businesses talking about how they managed it.
- I am looking for parents who pay their own parents a salary to look after their pre-schoolers because it’s cheaper than sending them to nursery.
Express:
LADbible:
Daily Mirror / Express / Reach titles:
Or head to the marketplace now to look at requests yourself.
🗞️ PR-Y STUFF
Here’s what we’ve read this week so that you don’t have to:
PR pay gaps fuel major PRWeek project – PRWeek is gathering comprehensive salary data from agencies to spotlight pay disparities and drive transparency across the industry. read more
Why PR beats advertising in the AI age – As AI starts churning out ad copy and creative at scale, PR pros can breathe easy. read more
Google accused of causing “serious irreparable harm” to the UK news industry. – a legal claim has been submitted to the CMA over the impact of Google’s AI overviews on news publishers read more
PR salaries grow in 2024 – Average PR salaries rose last year, agency employers in an attempt to retain staff, according to the latest survey by The Works Search. read more
📆 NEXT MONTH’S HOOKS
…just because we don’t want you missing out on stuff.
- 1 August: Edinburgh Fringe Festival begins
- 1 August: ‘The Bad Guys 2’ movie release date for the UK
- 7 August: Bank of England MPC Base Rate decision – It will be reviewed to determine interest rates set by lenders and savings providers
- 8 August: ‘The Naked Gun’ release date – A reboot starring Liam Neeson, directed by Akiva Schaffer.
- 9 August: Edinburgh International Book Festival begins – featuring everyone from the rising stars of fiction to Nobel Prize-winners
- 14 August: University Clearing search peak – Searches for ‘Clearing’ spike here. Smart PR timing for universities, fintechs, student accommodation and retail brands aimed at young adults.
- 14 August: UK economic announcements – Balance of Trade, Gross Domestic Product, Index of Services and Industrial Production announced.
- 21 August: GCSE Results Day – MailOnline’s social platforms reach 2 in 5 school leavers. BBC’s informed that students will receive their results via the Education Record app this year.
- 21 August: Reading & Leeds Festival begins
- 22 August: Women’s Rugby World Cup starts – London, Bristol, Sunderland, Brighton, Northampton, Exeter, Manchester and York are the host cities.
- 24 August: Notting Hill Carnival
- 27 August: ‘School shoes’ searches peak – According to MailMetro Media, 46% of parents use payment schemes for back-to-school items.
✨ BEFORE YOU GO
Got something great but in a rush?
Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.
Ever wondered how to make your pitch stand out among the hundreds of emails journalists get daily?
At Synapse, we’re all about helping PRs achieve that and much more! And when it comes to efficiency, Emilia Kettle, Senior SEO Reporter at Newsquest, is proof that it works. She’s been using Synapse since 2023, and it’s already become an essential part of her workflow.
Emilia, Please Tell Us About Your First Impressions of Synapse?
“On first impression, I found Synapse really simple to use, including finding pitches that were relevant to me, getting comments or making requests to PRs.”
Which Parts of the Product Have You Been Using?
“The pitch marketplace is great for quickly seeing if there is anything that is of interest to me. Good pieces don’t get lost; unlike when I am sent emails by PRs and they can get lost.”
How Easy Was It to Use the Request Service?
“The request service is great; I’ve used it three times so far and each time I have had a really quick reply, mostly in under an hour, with the piece sometimes being written in under ten minutes, making it perfect for stories based on trending topics.”
How Has the Platform Helped You Communicate with PRs?
“Typically, PRs have reached out with comments in the messaging system on Synapse, whilst others have sent comments via email. Either way works great and helps get information in no time with very little fuss.”
How Many Pieces of Coverage Has Synapse Helped You Produce and Do You Have More in the Pipeline?
“Synapse has helped me create three pieces so far. The first two articles were written through requests for expert comment and the last was a request asking for beauty advent calendars for a review piece.”
How Did Using Synapse Feel Compared to Using Email for Pitches and Correspondence? Do You Feel Synapse Will Help Build Better Relationships?
“We’ve been focusing on more evergreen/explainer pieces recently and Synapse has been great for finding original comments on trending topics which in turn helps us with Google’s ranking.
I’ve found that using Synapse to communicate with PRs is much easier compared with using email, simply because messages tend to get lost in my inbox. As journalists, we can get hundreds of emails in the space of a couple of hours and it can become hard to find what you need.”
Do You Feel Synapse Is Something You’ll Use in the Future? What Does It Add to the PR/Journalist Dynamic?
“I will be using Synapse in the future, especially when looking for comments as it just takes away the pain of finding emails and the correct person. Even then, reaching PRs via email still doesn’t guarantee a response. When I make a request using Synapse, I know that it should reach someone in the field or someone who can help me find an answer.”
Let’s wrap it up
For Emilia Kettle, the speed and simplicity of Synapse have been game-changers. With the ability to quickly find relevant pitches and secure expert comments in minutes, Emilia has enhanced her workflow and strengthened her coverage.
If you want to improve your efficiency and build better relationships with journalists, Synapse offers a streamlined solution. Join Synapse now and start making your pitches stand out.
