We’ve been working closely with PRs and journalists to turn Synapse into a tool that works for you.
The result? We have made the experience faster, smarter, and more intuitive and have included a brand new journalist matching tool that will save all of you time.
This update is more than just adding new features. Instead, it’s about making every part of your workflow smoother so that you can spend less time looking for, filtering, and organising things and have more time doing what you love the most.
Want to know more about the features we’ve added and what they mean for you? Keep reading.
For PRs: Smarter Pitching
Finding the right journalists to target just got way easier. Our AI now monitors real-time journalist activity, instead of article history alone, to come up with the most relevant matches for your pitch. That means no more guesswork, just smarter targeting.
We have three pitching options – Marketplace, Private, and Exclusive, so you remain in control of who sees your story. You can always say no to our AI recommendations and instead filter journalists by keyword, sector, region, type, channel, or company. You can also create groups based on who you frequently pitch, in order to stay organised.
New features for PRs:
- Smarter Journalist Matching – AI recommends journalists for you to pitch to based on real-time activity.
- Improved Messaging – now accessible anywhere within Synapse for seamless communication.
- Faster, More Intuitive Interface – speedier performance and a cleaner design.
This means less time spent researching, more confidence in your pitching, and stronger journalist relationships.
For Journalists: A more intelligent platform
We know that your time is precious, so we’ve made sure you spend less of it going through irrelevant pitches. Synapse now learns from your activity. What you’re searching for, filtering for, accepting and spiking.
Our AI tools are designed to support, not replace your work. They summarise press releases in seconds, refine story drafts based on your writing style, and even help PRs pitch more accurately, so you get fewer off-topic pitches in the first place.
Your feed is also clearer and you can choose different views so that you can see more of the headlines you want.
We worked on this new version of Synapse with journalists and have updated our terminology to align with yours, making Synapse feel like home. If a pitch isn’t relevant, you’ll now spike it. This not only removes it from your feed but also gives PRs & our AI feedback on what you’re not looking for.
New features for journalists:
- A Cleaner Feed – your feed will no longer be filled with stock images, and instead you’ll see more of the headlines you want.
- More Intuitive Story Planning – designed to fit real newsroom workflows.
- AI-Powered Assistance – summarises press releases, refines drafts to your specific writing style, and filters pitches.
- Faster, Seamless Experience – because your time is too valuable to waste.
What it means for you?
For PRs, it means smarter journalist suggestions and better relationship building. For journalists, it’s saving time and finding the right stories even faster.
Are you ready to experience what this new Synapse has to offer? We’ve shaped the path to even smarter pitching and even better storytelling and can’t wait for you to dive in.
Pitching to journalists is an art. One that’s part news sense, part empathy, and part common sense. If your story’s not getting picked up, it might not be the story, it actually might be the angle.
So, we want to give you few tips on how to pitch to journalists the smart way:
1. Check today’s news
You finally got sign-off. The press release is good to go. But the hook? That broke news cycle has already moved on.
If your pitch angle is no longer relevant, here’s what to do:
- Be honest. Step back and reassess the story.
- Scan today’s headlines and see if there is a fresh way in?
- If not, revise your angle entirely.
What was news yesterday might be old hat today. Journalists don’t want warmed-up leftovers, they want something that feels timely and tailored.
2. Double check your target
Before you send, make sure your pitch hasn’t already been covered.
- Skim the journalist’s latest articles.
- If they’ve just written something similar, pivot your pitch.
- Find a new target or reframe your angle.
Journalists can spot a blanket email a mile off. If you’re not paying attention to what they write about, they won’t pay attention to you.
Taking 30 seconds to research could be the difference between a ‘yes’ and being ghosted.
3. Test your angles
Don’t assume your first angle is the best. It rarely is.
Try this:
- Share two versions with a colleague. Find someone who knows the target publication but hasn’t seen your draft.
- Angle A: focus on the problem
- Angle B: focus on the news hook
- Ask: which one would you open?
A fresh pair of eyes can quickly show you which angle lands and which one needs work. If it’s not clear to your team, it definitely won’t be clear to a journalist.
Remember: journalists get up to 1000 emails a day. If your angle isn’t obvious and tailored to them, it’ll get buried.
TL;DR: Get your angles right
How to pitch to journalists without annoying them?
- Stay current
- Personalise every send
- Always test before you press send
Relevance wins. Every time.
Wrapping up: make pitching less painful
Pitching doesn’t have to feel like shouting into the void. The more thought you put into the angle, the better your chances of hearing back.
Journalists are busy. They don’t expect perfection. They only want relevance, clarity and a bit of effort.
So before you hit send, check:
- Is the angle current?
- Does it match what they actually write about?
- Have you tested how it lands with someone else?
If yes, send it.
If not, fix it.
Simple as that.Need help or have something great? Send your pitch to pitches@synapse.media and let us do the rest.
London, UK, February 13th, 2024: Synapse, the pioneering Stories Marketplace for journalists and PR professionals, is excited to announce its partnership with women’s media brand, Stylist. This collaboration will see Stylist’s influential journalists join the platform, offering new opportunities for PRs to connect with one of the UK’s most respected lifestyle publications.
Synapse partners with The Stylist Group
With Stylist’s focus on empowering modern women through diverse content spanning fashion, culture, wellness, and careers, this collaboration promises to bring new ways for journalists to work with PRs and find stories for their brands.
“By partnering with Stylist, we’re enabling their talented journalists to streamline their story sourcing while providing PRs with unparalleled opportunities to connect with one of the UK’s most respected lifestyle publications. This is a pivotal moment for Synapse as we grow, reinforcing our mission to revolutionise media engagement. This collaboration demonstrates the broad appeal of our platform and concept across multiple types of journalism.” Charles Russell, Founder & CEO, Synapse commented.
Lisa Smosarski, Editorial Director, The Stylist Group added; “We’re really looking forward to our partnership with Synapse media and stepping into a new world where we can build closer working relationships with the PRs that we rely on so greatly. At a time of huge technological change and communication overload, Synapse stands out as a great solution for our team of journalists to find and secure the perfect stories for Stylist quickly whilst building a new way of communicating with brands and experts.”
Synapse’s ground-breaking Stories Marketplace is set to simplify how Stylist journalists connect with PRs, eliminating the noise of irrelevant pitches and providing a tailored experience. By leveraging Synapse’s purpose-built tools, Stylist journalists can efficiently navigate and manage PR relationships, while providing PRs with meaningful feedback.
For PR professionals, this partnership offers an unprecedented opportunity to reach lifestyle journalists at the forefront of industry conversations. It’s a chance to align their pitches with a powerhouse publication that reaches millions of readers each month, ensuring their stories land with maximum relevance and impact.
London, UK, February 4th, 2025: Synapse, the only stories marketplace for journalists and PR professionals, has today announced a new partnership with entertainment powerhouse LADbible Group. The partnership marks a significant step in enhancing how PR professionals and journalists connect and streamline the media relations process.
Synapse partners with LADbible Group
Through this partnership, LADbible’s journalists will gain access to Synapse’s innovative marketplace which reduces email chaos for journalists by using technology to source timely and relevant PR content. The collaboration aims to save LADbible’s journalists valuable time while providing PRs with more meaningful opportunities to build relationships with the groups’ brands.
“We are thrilled to be partnering with LADbible on our mission to revolutionise media relations. LADbible is in the midst of an incredible growth journey so to become a part of this journey is an exciting milestone for Synapse.
By working with forward-thinking publishers like LADbible, we’re helping media companies consolidate their processes and make journalist-PR interactions more efficient and impactful. It’s a big step forward for us and for our PR members.
We have ambitious projects in the works and working with LADbible Group is the perfect way for us to kick off a pivotal year.” Charles Russell, Founder & CEO, Synapse commented.
Jon Birchall, Director of Editorial Strategy at LADbible said: “At LADbible Group we are constantly innovating to enhance how our teams work and ensure they have access to the best tools available. As we continue to grow our editorial offering, this collaboration with Synapse will support our mission to deliver engaging, high-quality content to our global audience of young adults.”
LADbible Group, which recently announced a tripling of revenue over the last five years as well as a global audience of 503 million followers, will be onboarded onto the platform in the coming weeks, gaining access to Synape’s pitch marketplace, request functionality, direct messaging, networking and workflow tools.
The announcement marks the platform’s first partnership of 2025 building on its rapid growth trajectory which has seen partnerships agreed with Reach PLC, Reach’s new Content Hub and National World.
