When the Media Quote isn’t Human: Fake Quotes – Real Damage

2025-07-29

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 episod...

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.

Listen For

6:12 Creepy or Clever? How Synapse Targets Reporters

7:48 Fabricated Experts: Ethical Red Line Crossed

10:35 Should the PR Industry Be Regulated?

11:16 How Journalists Will Fight Back With Closed Networks

22:40 Don’t Blame the AI—Blame Ourselves

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