Synapse has been used by Folk since launch, with Senior Account Executive, Bethan Williams, leading the charge and helping her team get the most out of the platform.
Rebecca Carey, Deputy Head of Editorial SEO, Newsquest, joined a few weeks after Synapse launched, had a training session and had been using Synapse to regularly connect with PRs and find useful content.
Becca and Bethan helped us shape the platform. Sharing their honest opinions, feedback and experiences, allowing us to fix issues they encountered (such as file sharing), so read on for our Q&A with them both.
Q: Please tell us about your first impressions of Synapse, having used it for a couple of weeks.
RC: Generally, my first impression is that the marketplace is easy to navigate. I’ve been able to filter the releases I’ve received much more efficiently than I have done with emails. The callout for experts is probably the most useful feature to me since it allows us to add value to the content we’re working on already. The requests feature is my favourite feature on the platform.
BW: The platform has been simple to use and easy for the wider agency to get to grips with. It’s an interesting, developing tool that complements traditional pitching and media outreach, as another way of building connections with journalists.
Q: Rebecca, how easy was it to find relevant pitches? Did you use pitches in the ‘sent to me’ tab, the marketplace, or both?
RC: The filters are very useful. We’ve been experimenting with specific topics like property, household and personal finance a lot more on our national content, so it’s been great for that. I almost exclusively use the sent to me tab because the marketplace as a whole is busy and this has been a useful method for focusing my efforts.
Q: Bethan, how were you made aware that Rebecca was looking for a pitch?
BW: I received an email that a relevant request for my selected sectors had been published in the Request Marketplace.
Q: Talk us through the process of finding the request and accepting it, was it obvious and straightforward?
BW: Locating the request and accepting it was simple, as was beginning a conversation with Rebecca.
Q: What happened after that and how did the platform help you both communicate?
RC: After accepting the request, Bethan followed up with me in the messenger function which has been good for back and forth. I would say, I had to move to email in order to send over a word document and supporting images which was not ideal.
BW: The platform allowed me to have a simple conversation with Rebecca to determine how we could best support the feature she was planning and the deadline, replacing the need for half a dozen emails. As the format is relatively straight forward, our conversation was quick and concise.
Q: Bethan, how long did it take to get your coverage? What were the results for you and the client?
BW: When we submitted the content requested, Rebecca confirmed the publishing date that wasn’t too far away. It’s worth noting that it was trickier to transfer files using the platform, as we had to follow up on email for these. We achieved 48 pieces of regional coverage from working with Newsquest, a great result for a relevant story, suited to a regional audience.
Q: Rebecca, how many pieces of coverage has Synapse helped you produce and do you have more in the pipeline?
RC: I’ve had at least three pieces including one through the expert call out and I have a few more in the pipeline.
Q: How did Bethan add value to the story?
RC: She helped with the story around napping and connected me to a GP – and sleep expert – which added some key expertise to the article. I will also be following up with them in future since the health content and expertise was so relevant to us.
Q: How did using Synapse feel compared to using email, for pitches and to correspond with each other? Do you feel Synapse will help build better relationships?
RC: I’ve continued to use email but I’ve found a few PRs that I wouldn’t have worked with otherwise. It’s been useful since the instant messaging means you can have more direct communication. PRs still seem a little unsure but it’s generally been positive.
BW: Synapse was a quick and easy platform to use, that helped us to quickly identify if our offering was suited to what the journalist had in mind.
Q: Do you feel Synapse is something you’ll use in the future and what does it add to the PR/journalist dynamic? Would you recommended using Synapse to colleagues in PR and journalism?
RC: Yes, it helps to put everything in one place. I often will put callouts on social media for experts or look around in 1000s of emails so this is more efficient. I would definitely recommend.
BW: There’s never going to be a one-sized fits all approach for any type of media communications. The way of pitching, whether it’s using traditional means (email/phone), social media or tools such as Synapse all comes down to personal preference. Synapse does seem like a great way to respond to media requests and receive an insight into their focuses, and a tool I’d recommend all PRs explore.
“Synapse will help us hugely by making it easier for the right people to connect on the right topics.”
Ben Rankin
National Audience Director, Reach Plc
“Synapse creates better connections between journalists and PR professionals, helping our trusted brands to deliver quality and highly relevant news to our readers.”
John Rowe
Executive Director, National World
“The idea of only receiving targeted pitches and avoiding those with no relevance to me is appealing and would save me a lot of time on a daily basis.”
Alice Grahns
Deputy Consumer Editor, The Sun
“We see how a marketplace of PR pitches helps deliver relevant ideas to journalists in a more manageable way, compared with email, which regularly overloads our writing staff.”
Toby Granville
Editorial Development Director, Newsquest
“Synapse helps to put everything in one place. I often will put call outs on social media for experts or look around in 1000s of emails so this is more efficient. I would definitely recommend.”
Rebecca Carey
Deputy Head of Editoral SEO, Newsquest
“Synapse has been really helpful the last few days. I’ve had a few PRs come forward with comments and extra info which has meant I’ve managed to publish stories that I wouldn’t have been able to do without the expert insight.”
Katie Collier
SEO Reporter, Newsquest
“The idea of being able to visit one site to get a look at all the stories relevant to me and avoid distracting and unwanted contact with PR offices really appeals to me. Synapse will put me in charge of the process.”
Anil Dawar
Ex-news editor The Express, AQA
“It’s not easy to maintain those vital media relationships. Synapse is a great way of connecting and building mutually beneficial partnerships between PRs and journalists.”
Victoria Morton
Head of PR, Journey Further
“So far I haven’t yet quite found what I am looking for in a database and outreach platform, but Synapse looks set to do everything I need.”
Holly Pither
MD and Founder, Tribe PR
“The answer to all of my prayers!”
Sophie Godfrey-Phaure
Account Director, Ketchum
“Synapse strives to strengthen the relationship between PR professionals and journalists by providing a seamless platform to share stories and pitches.”
Hayley Bromfield
Director of Sales and Marketing, PHA Group
“Synapse will help us to communicate high-quality, relevant content whilst enabling journalists to easily engage with us in order to ensure they have the correct information they need for their stories.”
Charlotte Cavanagh
Charlotte Cavanagh
“We’re really excited to see what Synapse can do for us and our clients. A platform that can help us create more meaningful connections with journalists and help create efficiencies in how we work together holds real potential.”
Imogen Sackey
Associate Director, Fleishman Hillard
“Media excellence means meeting journalists where they are, and tools which help that happen are a good thing. If Synapse can help mitigate ‘death by email’, it’ll be a value-add to hacks and flacks alike.”
Sandy Downs
Senior Account Director, Teamspirit
“We’re interested to see how the Synapse platform develops. We invest significant time tailoring our pitches and content, so it reaches the right journalists. But we can see the potential for this platform to make that process easier, deliver faster feedback and increase our impact.”
Nicola Long, Director (Brand)
Ketchum
“Synapse offers a new and effective way for PRs and journalists to connect; spelling the end to outdated mass pitching. It’ll mean both groups can find the content and contacts they need, at the time they need it – building focused connections, which are still so important, whilst saving time.”
Bethan Williams
Senior Account Manager, Folk
“We are really looking forward to the launch of Synapse. Seeing what journalists are writing about in real time will be invaluable and will help us tailor our pitches to the relevant media at the right time.”
Amanda Moorhouse
Founder and Owner of MPR Communications
“At the heart of Synapse lies an unprecedented innovation – the world’s inaugural ‘Stories Marketplace’. Journalists will discover a cornucopia of relevant stories, sources, captivating content, and stimulating discussions within its digital realm.”
Mark Borkowski
Founder, Borkowski
“It’s exciting to see a professional marketplace being established which allows PRs to pitch stories and establish new relationships with media. Journalists often refer to their out-of-control inboxes so it’s good to see someone addressing this issue, as well as potentially opening up lots of opportunities.”
Kate McWilliams
MD, Lotus
"Synapse will help us hugely by making it easier for the right people to connect on the right topics."
Ben Rankin
National Audience Director, Reach Plc
"Synapse creates better connections between journalists and PR professionals, helping our trusted brands to deliver quality and highly relevant news to our readers."
John Rowe
Executive Director, National World
"The idea of only receiving targeted pitches and avoiding those with no relevance to me is appealing and would save me a lot of time on a daily basis."
Alice Grahns
Deputy Consumer Editor, The Sun
"We see how a marketplace of PR pitches helps deliver relevant ideas to journalists in a more manageable way, compared with email, which regularly overloads our writing staff."
Toby Granville
Editorial Development Director, Newsquest
"Synapse helps to put everything in one place. I often will put call outs on social media for experts or look around in 1000s of emails so this is more efficient. I would definitely recommend."
Rebecca Carey
Deputy Head of Editoral SEO, Newsquest
"Synapse has been really helpful the last few days. I've had a few PRs come forward with comments and extra info which has meant I've managed to publish stories that I wouldn't have been able to do without the expert insight."
Katie Collier
SEO Reporter, Newsquest
"The idea of being able to visit one site to get a look at all the stories relevant to me and avoid distracting and unwanted contact with PR offices really appeals to me. Synapse will put me in charge of the process."
Anil Dawar
Ex-news editor The Express, AQA
"It's not easy to maintain those vital media relationships. Synapse is a great way of connecting and building mutually beneficial partnerships between PRs and journalists."
Victoria Morton
Head of PR, Journey Further
“So far I haven’t yet quite found what I am looking for in a database and outreach platform, but Synapse looks set to do everything I need.”
Holly Pither
MD and Founder, Tribe PR
"The answer to all of my prayers!"
Sophie Godfrey-Phaure
Account Director, Ketchum
“Synapse strives to strengthen the relationship between PR professionals and journalists by providing a seamless platform to share stories and pitches.”
Hayley Bromfield
Director of Sales and Marketing, PHA Group
“Synapse will help us to communicate high-quality, relevant content whilst enabling journalists to easily engage with us in order to ensure they have the correct information they need for their stories.”
Charlotte Cavanagh
Senior Account Manager, Fleet Street Comms
“We’re really excited to see what Synapse can do for us and our clients. A platform that can help us create more meaningful connections with journalists and help create efficiencies in how we work together holds real potential.”
Imogen Sackey
Associate Director, Fleishman Hillard
“Media excellence means meeting journalists where they are, and tools which help that happen are a good thing. If Synapse can help mitigate ‘death by email’, it’ll be a value-add to hacks and flacks alike.”
Sandy Downs
Senior Account Director, Teamspirit
“We’re interested to see how the Synapse platform develops. We invest significant time tailoring our pitches and content, so it reaches the right journalists. But we can see the potential for this platform to make that process easier, deliver faster feedback and increase our impact.”
Nicola Long, Director (Brand)
Ketchum
“Synapse offers a new and effective way for PRs and journalists to connect; spelling the end to outdated mass pitching. It’ll mean both groups can find the content and contacts they need, at the time they need it – building focused connections, which are still so important, whilst saving time.”
Bethan Williams
Senior Account Manager, Folk
"We are really looking forward to the launch of Synapse. Seeing what journalists are writing about in real time will be invaluable and will help us tailor our pitches to the relevant media at the right time."
Amanda Moorhouse
Founder and Owner of MPR Communications
"At the heart of Synapse lies an unprecedented innovation - the world’s inaugural ‘Stories Marketplace’. Journalists will discover a cornucopia of relevant stories, sources, captivating content, and stimulating discussions within its digital realm."
Mark Borkowski
Founder, Borkowski
“It’s exciting to see a professional marketplace being established which allows PRs to pitch stories and establish new relationships with media. Journalists often refer to their out-of-control inboxes so it’s good to see someone addressing this issue, as well as potentially opening up lots of opportunities.”
Kate McWilliams
MD, Lotus
Registration is simple! Click here to register and then fill out your information. Our team hand verify all of our users within 24 hours. Once your account has been approved, you’ll receive an email inviting you to log in.
If you have any questions or problems, get in touch with [email protected].
Our team hand-verify every single one of our users. Synapse is designed for journalists, reports, editors and those in the media sourcing stories. It’s also designed for PR professionals. We have our own verification process, but if required, we’ll always get in touch with you directly to get some more information on your day-to-day role and to make sure Synapse is right for you.
There are over 3000 amazing people on Synapse; all of whom want to revolutionise the media relations industry. Our PR user base is from across the UK and covers a mix of agency, freelance and in-house professionals. Our journalist user base is similarly broad. There are national publications, trades, regionals and freelancers all using the platform.
No! At the moment, Synapse is completely free to use for all users, so register today and try it out.
We’d love to. But we’re not quite there yet.
Synapse believes that journalists have the right to their own data, and that by giving journalists control over their data, PRs will receive more accurate and timely information that isn’t currently available on any other database.
This means that we need to work with journalists to register them on the platform, rather than adding every UK journalist without permission. This is something our team is working on every single day.
Have a journalist or publication you’d like to see on Synapse? Get in touch and let us know at [email protected].
Our users are so important to us. You literally keep us going each and every day so we’re always here to help. From solving tech issues, demoing the platform to posting pitches and requests on your behalf when you’re just having one of those weeks, we put our users at the heart of everything we do.
If you want to read more about our users’ experiences, you can check out their stories here or get in touch with [email protected].
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