Even perfect pitches get buried when journalists receive 1,000+ emails per day. Here's what's replacing the traditional PR playbook.

In this episode, I sit down with Charlie Russell, CEO and Founder of Synapse, a stories marketplace that's rethinking how PR professionals connect with journalists.

Charlie brings a unique perspective from his years working at Dow Jones and Gorkana (a leading media database), and he's built a solution that moves PR pitching out of overloaded inboxes entirely.We discuss:

• Why email has become an ineffective channel for PR outreach
• The decline of traditional media databases and what's replacing them
• How to build real relationships with journalists in the AI era
• Why "spray and pray" tactics hurt everyone (even targeted pitchers)
• The quality vs. quantity debate in digital PR
• Differences between UK and US PR landscapes
• How AI is reshaping journalism and expert sourcing

Whether you're an agency PR pro, in-house consultant, or just trying to get better media coverage, this conversation will change how you think about journalist outreach.🔗 LinksCharlie Russell's LinkedIn:   / charlierussell85  Synapse: https://synapse.media⏰ Timestamps

0:00 - Introduction

2:07 - What is Synapse and what problem does it solve?

4:06 - The noise problem in PR and building relationships

11:18 - How Synapse differs from journalist request platforms

14:24 - When did media databases stop being effective?

17:48 - How media databases work and journalist incentives

21:27 - Should PR pros build relationships with journalists?

31:01 - Final thoughts and UK vs. US PR differences