Synapse wins Creative Catalyst Grant
The grant, which recognises Synapse as a standout in the creative space, will support the development and roll-out of several new AI-based features that they’re introducing to the platform.
Working closely with journalists, Synapse is developing and testing multiple iterations of generative AI to drive further efficiency and production at key news outlets. The AI will also lead to an enhanced matching algorithm for PRs enabling more up-to-date journalist recommendations based on current activity on Synapse, not past, articles, which can often lead to mis-targeting and irrelevant pitches.
Lloyd Embley, ex-editor-in-chief Reach PLC and non-executive director at Synapse, has been appointed Head of Journalism for the project duration and will be leading in-depth journalist research and forums as part of the grant from the £30 million innovation fund.
Founder and CEO Charles Russell said, “As a team of ex-PR’s, ex-journalists and industry experts, we firmly believe that we can revolutionise the media relations industry and this grant is a huge step forward in enabling us to do just that. It’s absolutely crucial to us that we work with journalists as we develop these new AI features. We want to listen to them and, combined with our expertise, make sure that we’re developing world-class features that are genuinely impactful in their day-to-day work lives.”
Lloyd Embley added, “I’m thrilled to be joining Synapse in this new capacity as part of this truly disruptive project. The industry is calling out for widespread change and I believe that Synapse’s new technology can deliver enormous time-saving benefits to the newsroom. The features will also give PRs insights that they’ve never had access to before helping them pitch with more accuracy, increase efficiency and ultimately, reduce the chaos in a journalist’s inbox. It’s a win for both parties.”
Since launching in September 2023, news organisations Newsquest, National World and Reach PLC have all signed agreements with Synapse or registered their journalists. Synapse also completed a fundraising round led by Dowgate Capital and appointed former chief executive of Chime Communications, Rupert Howell to the board as chairman, alongside non-executive directors including Mark Borkowski, PR agency owner and industry titan.
“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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