What if the expert quote you just read in a news article wasn’t written by a human — but by AI?
That’s already happening.
A PR tool called Synapse is selling agencies the ability to fire off automated expert pitches to journalists, complete with research, personal-sounding anecdotes, and polished email copy — all with minimal human input. It promises one person can do the work of five and crank out twenty media pitches an hour.
But is this innovation, or is it a warning sign for the future of public relations?
In this episode, we’re unpacking what Synapse means for PR and media. We’ll explore why this kind of automation raises ethical alarms, how journalists are likely to respond, and what PR professionals need to do right now to protect trust, credibility, and the real value we bring to the table.
Watch For:
1:10 Efficiency vs. Ethics: The PR Dilemma
5:39 Creating Fake Experts: Synapse Crosses the Line
9:17 The Rise of Vetted Expert Networks
11:33 Why Personal Branding Is the New Proof of Reality
16:52 Is PR Shifting from Human-Centered to AI-Led?
22:14 Don’t Blame the Tool—Blame the People Using It
Listen to the Full Audio Episode https://podcast.storiesandstrategies.ca/episodes/
@Curzon_PR @Curzonpr-London
