Synapse: An alternative to emails for Folk & Newsquest

BACKROUND

Synapse has been used by Folk since launch, with Bethan leading the interaction with Synapse and helping the team get the best from the system. Rebecca joined a few weeks after launch, had a training session and has been using Synapse regularly to connect with PRs and find useful content. They were kind enough to share their honest opinion and experience of the platform and answer a few questions from us. Thank you both! We have included all feedback as you would expect and would like to highlight that the issue around file sharing has been fixed.

ARTICLE: https://www.oxfordmail.co.uk/news/national/uk-today/23833284.long-nap-napping-good-gp-answers/

Please tell us about your first impressions of Synapse, having used it for a couple of weeks.

RC: Generally, my first impression is that the marketplace is easy to navigate. I’ve been able to filter the releases I’ve received much more efficiently than I have done with emails. The callout for experts is probably the most useful feature to me since it allows us to add value to the content we’re working on already. The requests feature is my favourite feature on the platform.

BW: The platform has been simple to use and easy for the wider agency to get to grips with. It’s an interesting, developing tool that complements traditional pitching and media outreach, as another way of building connections with journalists.

Rebecca, how easy was it to find relevant pitches? Did you use pitches in the ‘sent to me’ tab, the marketplace, or both?

RC: The filters are very useful. We’ve been experimenting with specific topics like property, household and personal finance a lot more on our national content, so it’s been great for that. I almost exclusively use the sent to me tab because the marketplace as a whole is busy and this has been a useful method for focusing my efforts.

Bethan, how were you made aware that Rebecca was looking for a pitch?

BW: I received an email that a relevant request for my selected sectors had been published in the Request Marketplace.

Talk us through the process of finding the request and accepting it, was it obvious and straightforward?

BW: Locating the request and accepting it was simple, as was beginning a conversation with Rebecca.

What happened after that and how did the platform help you both communicate?

RC: After accepting the request, Bethan followed up with me in the messenger function which has been good for back and forth. I would say, I had to move to email in order to send over a word document and supporting images which was not ideal.

BW: The platform allowed me to have a simple conversation with Rebecca to determine how we could best support the feature she was planning and the deadline, replacing the need for half a dozen emails. As the format is relatively straight forward, our conversation was quick and concise.

Bethan, how long did it take to get your coverage? What were the results for you and the client?

BW: When we submitted the content requested, Rebecca confirmed the publishing date that wasn’t too far away. It’s worth noting that it was trickier to transfer files using the platform, as we had to follow up on email for these. We achieved 48 pieces of regional coverage from working with Newsquest, a great result for a relevant story, suited to a regional audience.

Rebecca, how many pieces of coverage has Synapse helped you produce and do you have more in the pipeline?

RC: I’ve had at least three pieces including one through the expert call out and I have a few more in the pipeline.

How did Bethan add value to the story?

RC: She helped with the story around napping and connected me to a GP – and sleep expert – which added some key expertise to the article. I will also be following up with them in future since the health content and expertise was so relevant to us.

How did using Synapse feel compared to using email, for pitches and to correspond with each other? Do you feel Synapse will help build better relationships?

RC: I’ve continued to use email but I’ve found a few PRs that I wouldn’t have worked with otherwise. It’s been useful since the instant messaging means you can have more direct communication. PRs still seem a little unsure but it’s generally been positive.

BW: Synapse was a quick and easy platform to use, that helped us to quickly identify if our offering was suited to what the journalist had in mind.

Do you feel Synapse is something you’ll use in the future and what does it add to the PR/journalist dynamic? Would you recommended using Synapse to colleagues in PR and journalism?

RC: Yes, it 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.

BW: There’s never going to be a one-sized fits all approach for any type of media communications. The way of pitching, whether it’s using traditional means (email/phone), social media or tools such as Synapse all comes down to personal preference. Synapse does seem like a great way to respond to media requests and receive an insight into their focuses, and a tool I’d recommend all PRs explore.