PR News: Got something? Don’t let it sit there!

Got something worth covering? Don’t let it sit there.

Journalists on Synapse are actively looking for expert comments, case studies, real-life stories and data. If you’ve got it, send it to pitches@synapse.media and we’ll put it in front of the right people.

Now, onto The Loop, your weekly scroll of journo requests, PR tips and news you don’t want to skip.

🔥 MUST READ

…because we want you to hear it from the experts themselves

Cheryl Crossley, Head of PR at IDHL, calls out one of PR’s oldest myths; it’s all about who you know. Her key takeaway?

“Relevance beats rapport. Every single time.”

Journalists don’t publish stories because they like you. They publish them because the story works. Strong contacts can absolutely help, but they won’t rescue a weak angle. If it’s not timely, useful, or right for their audience, it’s not landing.

👉 Read Cheryl’s LinkedIn post here

🗞️ PR-Y STUFF

Here’s what we think you should see this week:

• “Fewer, better stories” is driving growth at The Times – The Times says a strategy of publishing “fewer, better stories” has led to three consecutive months of record-breaking global audience growth. The Times news desk has reduced the number of stories it publishes by 20% since the mindset change while the sports desk cut its output by 30%. read more
• “Agency paralysis” is slowing down PR firms – A new PRmoment discussion highlights how growing complexity, from AI adoption to shifting business models, this is leaving many agencies stuck in decision-making mode. And what’s the outlook? A split market, with some agencies leaning into tech platforms, while others double down on strategy, creativity and culture. read more
• Wired drops UK print to double down on digital growth – Wired is scrapping its UK print edition as it focuses on global digital subscribers and direct audience growth. The strategy? Build a loyal, owned audience through newsletters, social and original reporting, not rely on platforms like Google. read more
• Google update brings modest gains for news sites – The Guardian, Money Saving Expert, Substack and The New York Times appear to have been the biggest winners from Google’s latest core update, according to new Sistrix data, but overall there was “little impact” on news websites. read more

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Reach plc:

• Looking for expert opinion on the state pension and wider future trends
• Looking for expert comments on what could replace the triple lock
• Looking for expert comments on WASPI – do they still have a chance?
• Looking for experts to provide advice on whether I can paint my side of a neighbour’s fence (UK-based)
• Looking for someone who is an expert/authority on wine

Newsquest:

• European countries at risk at the moment due to war – Which European countries are at risk at the moment due to war

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:

• Looking to speak to anyone who has stopped ‘flipping’ homes due to rises in stamp duty costs

Metro:

• Looking for a case study, chat with people who rely on e-readers to read.

Daily Mirror:

•  Seeking any upcoming photography projects, ideally photography books that makes for stunning visuals with a British link

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.