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.