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:
- Looking for expert comments on what could replace the triple lock
- Looking for expert comment/opinion on new tax year rule changes
- Looking for expert comments on when will Iran price shock hit? How much? Could there be food shortages?
- Looking for expert comments on could there be more Premium Bonds rate cuts? Is now the time to cash in your Bonds?
- Looking for an expert in Saudi investment/golf to discuss what could/would happen if LIV Golf were to suddenly collapse
- Solicitor needed for comment: What to do if your neighbours don’t put their bins back?
- Jet fuel crisis: looking for a travel expert to name some essential tips Brits should do if planning their summer holiday.
Mail on Sunday:
- Interview opp for daily mail socials – Fun side hustles – CREATIVE SIDE HUSTLE
- Looking to talk to someone who lives in a micro flat (a really really small flat) for a video with the Daily Mail
- Looking to speak to a young person who lives with an older person in London in exchange for reduced or free rent
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.
