Smarter Matching, Faster Workflows, Better Connections

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.