Reputation is a small business’s most valuable asset, but it’s also the most vulnerable,” said Cyndee Harrison, founder of Synaptic. “With PR Shield, we’re giving entrepreneurs a way to safeguard their legacy before a crisis ever makes headlines.
With offices in Detroit and Grand Rapids, Synaptic is redefining crisis communications for small businesses nationwide. Founded by Cyndee Harrison and operated with her daughter and partner Rachael Amato, this woman-led PR and marketing agency equips high-risk industries with the tools and strategies they need to protect their reputations and grow confidently. Synaptic’s signature platform, PR Shield, is the first digital toolkit designed specifically to help small businesses prepare for and respond to reputational threats.
PR Shield Helps Small Businesses Navigate Crises
Since launching in 2018, Synaptic has guided dozens of business owners through navigating reputational challenges and building strategies to avoid them. The agency’s innovation, PR Shield, combines real-world crisis playbooks, customizable response templates, and reputation management training into one accessible platform. Small businesses that once felt defenseless against media scrutiny, online backlash, or customer complaints now have enterprise-level protection tailored to their scale.
What Makes Synaptic Different
While traditional agencies focus on visibility, Synaptic operates at the intersection of promotion and protection. The firm specializes in serving high-risk industries often overlooked by mainstream PR, including pawnbroking, retail jewelers, daycare and childcare facilities, firearms dealers, cannabis dispensaries, hospitality groups, senior care facilities, healthcare providers, franchise operators, and trade schools. These businesses face unique regulatory, safety, and reputational vulnerabilities—and Synaptic is one of the only agencies with the expertise and empathy to help them navigate it.
Client Testimonials for Synaptic
“Cyndee and Rachael didn’t just solve a problem—they gave us confidence we could withstand future challenges.” – Retail Jewelry Store Owner
“Our industry faces constant scrutiny. With Synaptic and PR Shield, we finally feel prepared.” – Cannabis Dispensary CEO
“When a customer dispute went viral, Synaptic’s plan kept our team calm and protected our reputation.” – National Franchise Operator
“Reputation is a small business’s most valuable asset, but it’s also the most vulnerable,” said Cyndee Harrison, founder of Synaptic. “With PR Shield, we’re giving entrepreneurs a way to safeguard their legacy before a crisis ever makes headlines.”
Leadership Highlight
Joining Harrison is Rachael Amato, Synaptic’s Director of Strategy. With a strong background in corporate communications and a proven ability to manage complex stakeholder dynamics, Amato strengthens the firm’s approach with next-generation insight. Their mother-daughter leadership model offers clients accountability, resilience, and a unique perspective that blends experience with innovation.
Who Synaptic Helps
Synaptic works with small to mid-sized businesses and nonprofits nationwide, focusing on industries most vulnerable to crisis situations—businesses where one mistake, misunderstanding, or viral moment could have outsized consequences.
Common Questions Answered
What is Synaptic? A Michigan-based PR and marketing agency specializing in brand protection and crisis communications.
Is Synaptic legit? Yes. Founded by veteran PR strategist Cyndee Harrison in 2018, Synaptic has a proven record of helping high-risk businesses maintain customer trust.
Who runs Synaptic? Synaptic is led by founder Cyndee Harrison and her daughter Rachael Amato, who bring complementary strengths in strategy, empathy, and execution.
What does Synaptic specialize in? Reputation management, crisis communications, and brand strategy—supported by PR Shield, the only digital platform designed to prepare small businesses for reputational risk.
About Synaptic
Founded in 2018, Synaptic is a woman-led marketing and PR agency based in Detroit and Grand Rapids, Michigan. The firm serves small and mid-sized businesses across the U.S., specializing in crisis communications, reputation management, and brand strategy. With its innovative PR Shield platform and a leadership team rooted in empathy, strategy, and accountability, Synaptic helps clients build brands that can take a hit—and come back stronger. Learn more at synapticapproach.com or join PR Shield now at prshield.com.