With inboxes being full and trust harder to earn, what actually wins now is credibility, and knowing the story is solid, the expert is real, and the angle is worthy.

That’s exactly what Synapse is built for.

Do you have something great just sitting there? Send it to pitches@synapse.media, and we’ll help get it in front of the right journalists.

Now, onto The Loop – journo requests, PR tips and the news worth knowing this week.

🔥 MUST READ

…because we want you to hear it from the experts themselves

Sophie R., Founder of Cupid PR, shares a simple but brutal filter for your next pitch.

Her key takeaway?

“P.I.T.C.H. is how we sanity-check a Digital PR idea before it ever leaves the room. Five questions. Miss one, the idea weakens. Miss two, don’t pitch it.”

Most ideas don’t fail because they’re terrible, but because they’re missing key elements: a weak hook, soft data, or no real person. The best PRs catch that before it ever reaches a journalist.

👉 Read Sophie’s full LinkedIn post here

🗞️ PR-Y STUFF

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

  • The future of PR? It starts with trust – In The Digital PR Podcast, Sarah Waddington, CEO of the PRCA, unpacks where the industry is heading, from rebuilding trust and tackling fake experts, to closing the gap between digital and traditional PR. listen to the episode
  • Pitching freelancers? You need a different approach – In her newsletter Get Featured, Rosie Taylor breaks down a simple truth: freelancers aren’t just journalists, but they’re pitching your story onwards to editors, and that changes everything because your pitch isn’t just being judged once, but twice. claim your free post here
  • AI is moving from insight to execution in PR – The latest PR AI update shows a clear shift: AI isn’t just analysing campaigns anymore, it’s starting to run parts of them. From planning and content creation to performance tracking, new tools are closing the “execution gap” for teams. According to the article, visibility is getting tighter. AI answers are surfacing fewer brands, which means competition to be cited is higher than ever. read more
  • Paid dominates: Google, Meta and Amazon on top in UK – New data shows Google, Meta and Amazon now take two-thirds of UK ad spend, with around £31bn of a £46bn market. Meanwhile, revenue flowing to news publishers continues to decline. For PRs, this shift matters. read more

🔎 JOURNO REQUESTS

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

Reach plc:

MoneyWeek:

Metro:

Daily Mirror:

The i Paper:

Prolific North:

MailOnline:

Newsweek:

National World:

Freelance:

JamPress:

The Express:

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

📆 NEXT MONTH’S HOOKS

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

📊 2 Jun: Effective interest rates (April 2026) – Covers average interest rates across UK deposit and loan accounts using bank and building society data.

🏦 3 Jun: Bank of England to hear views from people in the West Midlands on the cost of living, as part of its Citizens’ Forum Programme.

🏆 11 Jun: FIFA World Cup starts – For the first time in history, the tournament will be co-hosted by three nations – the United States, Mexico, and Canada, and feature an expanded field of 48 teams.

🏏 12 Jun: Women’s T20 World Cup starts – This tenth edition runs until 5 July, featuring 12 teams across 33 matches.
📊 12 Jun: GDP monthly estimate, UK (April 2026) – Measures the value of goods and services produced in the UK and tracks economic growth.

🎖️ 13 Jun: Trooping the Colour – The Household Division parade runs from Buckingham Palace to Horse Guards Parade, followed by an RAF flypast at 1:00pm.

🍺 15 Jun: Beer Day Britain – Celebrated on the date the Magna Carta was sealed in 1215, marking the historic importance of ale in British culture.

🔍 16 Jun: Searches for Father’s Day gifts peak – According to Google Trends.

🎬 19 Jun: Toy Story 5 – Animation / Adventure / Comedy, starring Keanu Reeves, Tom Hanks, Annie Potts and Wallace Shawn.

☀️ 20 Jun: Summer Solstice – The longest day of the year and the astronomical start of summer.

👨 21 Jun: Father’s Day

🎬 26 Jun: Supergirl – Action / Adventure / Sci-Fi, starring Milly Alcock, Eve Ridley, Matthias Schoenaerts and Jason Momoa.

🎖️ 27 Jun: Armed Forces Day
🎶 27 Jun: BST Hyde Park Festival begins – Runs until 12 July, with headliners including Garth Brooks, Maroon 5, Mumford & Sons, Pitbull and Lewis Capaldi.

🎾 29 Jun: Wimbledon begins – According to MailMetro, 1 in 5 men aged 16-34 buy summer fashion items specifically for sporting events.
📊 29 Jun: Effective interest rates (May 2026) – Covering UK deposit and loan account rates.

📱 30 Jun: World Social Media Day
📊 30 Jun: GDP quarterly national accounts, UK (Jan-Mar 2026) – Provides a revised and more precise estimate of UK economic growth.

Fake experts are not just a PR problem. They are also a trust problem. For whom, you may ask? For journalists, for publishers, for genuine PRs, and for readers who expect the advice they see in the media to come from real people with real experience.

It has landed right in the busiest place in media relations, the inbox.

This is where Synapse comes in. Journalists already have too many emails, too many irrelevant pitches and way too many “just following up”.

On top of it all, they also have to ask: is this expert even real?

Right, not ideal…

The inbox has become a free-for-all

Charles Russell, CEO & Founder at Synapse – The Stories Marketplace has talked about this topic a lot recently, and for good reason.

“The fact is, anyone can get a journalist’s email address and pitch them a story, meaning inboxes are not just overcrowded, but now dangerous places for journalists, full of time bombs ready to go off,” he says in one of his LinkedIn posts.

That does not mean most PRs are doing anything wrong. Far from it.

There are thousands of brilliant PRs doing proper, ethical media relations every day. They know journalists, check their spokespeople, care about accuracy, and most importantly, they understand what journalists need.

The problem is that bad actors make everyone’s job harder.

Journalists lose time checking people who should never have reached them in the first place, with publishers facing reputational risk. On the other hand, real PRs get ignored because their good story sits in someone’s overcrowded inbox as if it doesn’t matter.

Why does ‘fake experts’ topic matter?

Fake experts damage more than just a story, but they damage trust altogether.

If a journalist sees advice from someone who does not exist, or someone with no real credentials, that creates a bad image about the publication. It also damages the wider PR industry’s reputation, even when the pitch didn’t come from a real PR at all.

This is why publishers are now taking this issue seriously. Reach plc has introduced clearer processes around expert verification, and PR bodies, including CIPR and PRCA have urged journalists to check PR sources and credentials where concerns arise.

This adds an additional job to an already busy day.

Journalists still need expert comments and case studies. They still need useful insight, fast. What they do not need is to waste half an hour working out whether a person exists.

Verification cannot sit on journalists alone

“Just do more due diligence” sounds simple.

In reality, it is another task on top of writing, editing, sourcing, publishing, updating, checking, and trying to keep up with the news cycle.

Verification matters, and the media relations process needs to make verification easier, not slower.

On Synapse, PRs should have the basics ready before they pitch: a clear expert bio, a website or company profile, LinkedIn or social profile link, relevant credentials, a headshot, contact details, clear response availability and what their experts can actually talk about.

And all of it is important, because it is how you build trust before the journalist has to ask.

Good PRs should not lose out because of bad practice

This is the awkward part.

Naturally, when trust drops, journalists go back to the PRs they already know. That is understandable. But it also makes it harder for newer PRs, smaller agencies, freelancers, and in-house teams to build media relationships.

That is not good for the industry, because journalists need fresh voices. So the answer cannot be “only speak to people you already know forever”. That shuts out good people and limits the stories that get told. Media relations should not be limited.

So now, we ask how we can change all that? The answer is: a place where journalists know the PRs have been verified, and where experts come with the information needed to assess them quickly. Journalists need a place where communication does not rely on a public inbox that anyone can pile into.

That is where Synapse comes in.

How does Synapse help tackle “fake experts”?

Every PR and journalist on Synapse is hand-verified before they get access to the platform. Our expert database adds another layer, helping journalists find credible experts uploaded by verified PRs, with all the useful profile information in one place.

Journalists can search by things like:

  • Sector
  • Company
  • Keyword
  • Region
  • Channel
  • Response speed
  • Interview format

They can see the details they need, then contact the PR behind the expert directly through Synapse.

Sounds good, doesn’t it?

Communication always happens through verified PRs and journalists. And the best part is that there aren’t random emails or suspicious “experts” that appeared five minutes ago.

Just a safer, faster way to connect.

Trust is now a workflow issue

Media relations have always been about relationships, and that’s what we are all about at Synapse. But now, trust also needs to be built into the workflow.

Synapse helps both sides move faster without skipping the important checks. Journalists can source expert comments from verified PRs, and PRs can get their genuine experts in front of the right people without the constant fight against the inbox. As per the Synapse Yearly Report 2025, our own performance data shows that 55% of pitches on the platform receive journalist interaction, while 70% of journalist requests are accepted by PRs.

That tells us a very important thing: when the environment is more relevant, people respond, and when the process is cleaner, good stories have a better chance.

No fakery. Just better media relations.

We all know that fake experts are not going away overnight, but the industry can make it much harder for them to succeed.

Publishers can tighten how they check experts, and PRs can focus on updating their expert information. On the other hand, journalists can ask the right questions.

Platforms like Synapse can create safer spaces where verified professionals work together without the need to deal with crowded inboxes.

Because journalists do not need more emails, PRs do not need more barriers, and the media definitely does not need more fake experts.

It needs real people, real expertise, and better ways to get good stories told.

Pitching is getting harder than ever, with mistrust in inboxes at an all-time high. This means that journalists want to build new relationships with quality PRs. Synapse is a verified marketplace so we can help you beat this.

If you’ve got something great, send it to pitches@synapse.media and we’ll help get it seen.

Right, let’s get into The Loop, journo requests, PR tips and the news worth knowing this week. Oh, and next month’s dates!

🔥 MUST READ

…because we want you to hear it from the experts themselves

Lucy Moore, Senior PR & Comms Consultant, calls out a common mistake: treating PR as something you switch on only when there’s news.

Her key takeaway?

“Consistency is what builds credibility.”

A few big hits might feel like progress, but without ongoing commentary, fast replies and clear narratives, things go quiet quickly.

The PRs who win? They show up regularly, say something meaningful, and build media relations over time.

👉 Read Lucy’s full LinkedIn post

🗞️ PR-Y STUFF

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

  • AI can support writing, but it can’t replace it – A new take on AI in comms makes one thing clear: while AI is great for summarising and structuring, it struggles with tone, nuance and originality. Over-reliance leads to flat content that readers can spot instantly, and trust drops as a result. For PRs, the takeaway is simple: use AI to support the process, not to replace the voice. The human layer is still what makes content land. read more
  • AI in newsrooms: opportunity vs trust risk – Reach’s chief content officer David Higgerson outlines the balance publishers are trying to strike with AI – using it to speed up workflows, but not at the cost of trust. With tools now verifying sources and flagging fake experts, the message is clear: credibility is under scrutiny like never before. read more
  • The Standard shifts digital ops to The Independent – The Independent is taking over digital operations for The Standard, with more than 30 staff leaving and a restructured newsroom focused on digital, video and newsletters. It’s another clear shift towards leaner, digital-first publishing models. read more
  • Telegraph takeover cleared after years of uncertainty – The UK government has approved Axel Springer’s £575m acquisition of the Telegraph, bringing an end to nearly three years of ownership uncertainty. With plans for investment and international growth, the move signals continued consolidation and ambition at the top end of the media market. read more
  • PR agencies largely keeping pace with inflation – New PRWeek data shows most agencies are increasing salaries in line with or above inflation, alongside boosting bonuses and wellbeing support. With talent retention still a challenge, it’s clear agencies are investing beyond pay, with mental health and benefits playing a bigger role in keeping teams engaged. read more
  • PR’s ageism problem under the spotlight – From Beyond the Noise, PRWeek’s latest podcast tackles ageism in the industry, and why comms is still one of the hardest sectors to navigate as you get older. The discussion looks at the stereotypes, the impact on careers, and what needs to change to better value experience. listen to the episode

🔎 JOURNO REQUESTS

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

Reach plc:

Mail on Sunday:

MoneyWeek:

Metro:

Daily Mirror:

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

📆 NEXT MONTH’S HOOKS

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

🎬 1 May: The Devil Wears Prada 2 (2026) movie release date – Comedy / Drama, starring Meryl Streep, Anne Hathaway, Emily Blunt and Simone Ashley.

🧙 2 May: International Harry Potter Day – Celebrating the day Harry Potter defeated Lord Voldemort during the Battle of Hogwarts, and the day that the Battle of Hogwarts and the Second Wizarding War ended.

👑 3 May: Princess Charlotte turns 11

⚡ 4 May: Star Wars Day – “May the fourth be with you!”

🎥 4 May: Met Gala – The theme is “Costume Art,” highlighting fashion as an embodied art form and the relationship between clothes and the body. The dress code is “Fashion is Art”.

🌮 5 May: Cinco de Mayo

🧠 7 May: Business insights and impact on the UK economy to be released – A look at how current challenges are affecting UK businesses – from financial performance to hiring, trade, and resilience.

🎬 7 May: Iron Maiden: Burning Ambition (2026) – Documentary / Biography / Music, starring Steve Harris, Bruce Dickinson, Nicko McBrain and Adrian Smith.

🎖️ 8 May: VE Day

🎬 8 May: Billie Eilish: Hit Me Hard and Soft: The Tour Live in 3D (2026) – Documentary / Music, starring Billie Eilish and Finneas O’Connell.

📊 14 May: GDP first quarterly estimate (Jan-Mar 2026) –The first snapshot of UK economic performance. Covers the total value of goods and services across the economy.

🎤 16 May: Eurovision Final – 1 in 4 plan to watch Eurovision, rising to 3 in 5 among 18–24s, held at Wiener Stadthalle in Vienna, Austria.
⚽ 16 May: FA Cup Final

🎬 16 May: Tom and Jerry: Forbidden Compass (2025) – Animation / Adventure / Comedy, starring Li Baixin, Mino Eek, Zhang Gang and Jiang Wen Jin.

🎾 18 May: French Open begins – held at the Stade Roland Garros in Paris, France. The 2026 French Open will retain the use of human line judges, unlike the other Grand Slam tournaments, which have shifted to electronic line calling.

🌸 19 May: Chelsea Flower Show begins

💷 20 May: Consumer price inflation (April 2026) – Latest inflation figures, including CPI. Shows how prices are changing across everyday goods and service

🏦 25 May: Spring Bank Holiday – 43% of Brits spend more on bank holiday weekends than a normal weekend.

🎬 29 May: My Mother’s Wedding (2026) – Comedy / Drama, starring Scarlett Johansson.

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?