How to make the most of Christmas as a media opportunity
Posted by Katie Bryson on November 21, 2025
Festive storytelling that shines a light on welcome, resilience and shared humanity.
1. Why Christmas is a media opportunity
As someone who spent more than a decade working in BBC newsrooms – both regional and national – I know that Christmas is one of the most unique times in the media calendar. It’s when audiences are more open to warm, human stories that make them feel good about the world.
For communications teams working in the refugee and migration sector, that presents a real opportunity. So often, stories about migration are framed through crisis or controversy. But the festive season offers a window to tell a different story – one about home, family, community, generosity and shared humanity.
In this blog, I’ll share what journalists look for in a good festive story, when to pitch it, and how to make your migration stories resonate with audiences during the Christmas season.
2. What journalists are looking for
In the run-up to Christmas, journalists across TV, radio, print and online are all on the lookout for feel-good content. That doesn’t mean cheesy or sentimental, it means real stories that remind audiences what connection, kindness and resilience look like.
When I worked in newsrooms, we looked for stories that captured the spirit of the season: neighbours helping neighbours, communities coming together, people finding hope in difficult times.
But there’s a fine line between genuine warmth and cliché. Avoid anything that feels contrived or overly “Christmassy” for the sake of it. If the tinsel and mince pies aren’t naturally part of your story, leave them out. Authenticity is everything.
3. Timing and media cycles
Knowing when to pitch is just as important as what you pitch. Here’s how the Christmas media rhythm usually plays out:
- Late November: The perfect time to pitch bigger features and magazine-style content – the kind of stories that need more time to produce.
- Early December: Ideal for timely news hooks and human-interest pieces that tie in with the festive mood.
- Christmas week: Newsrooms are quieter, and editors are grateful for strong, ready-to-publish stories – especially those that offer a hopeful or community-based angle.
During my time at the BBC, I can’t tell you how welcome a well-written, ready-to-go story was in that last week of December when staff were thin on the ground. If you can provide great case studies, strong visuals, and clear information, your story is much more likely to get picked up.
4. Getting migration stories into the festive frame
Migration stories fit naturally into the festive narrative when they focus on universal themes – home, belonging, generosity, family and resilience.
You might tell the story of a family celebrating their first Christmas in the UK, or a community that’s opened its doors to new arrivals. The key is to avoid tokenism. This isn’t about “helping refugees at Christmas” – it’s about showing shared humanity and connection.
When I speak to journalists about migration stories, they always say the same thing: they want authenticity and depth. It’s not about pity or charity – it’s about people’s lives, hopes and ambitions. Handle case studies sensitively, and make sure individuals have full control over how their stories are told. Check out our Safeguarding Checklist to keep on track.
If you can connect these stories to familiar seasonal ideas – finding home, being together, giving and receiving – they’ll land powerfully with both journalists and audiences.
5. Tips for a strong festive pitch
Here are my top tips, drawn from both my time in the newsroom and my work at IMIX helping charities pitch their stories:
- Keep your pitch email short and clear. Lead with the heart of the story – one strong paragraph that explains why it matters now.
- Craft a strong subject line. Think “A Birmingham café bringing Christmas cheer to new arrivals” rather than “Press release about refugee charity.”
- Provide visuals. Include a good-quality image or short video – these can make or break your chances, especially for online and broadcast outlets.
- Offer a clear angle and availability. Make it easy for journalists: who can they speak to, and when?
- Think about exclusivity. Offering a unique angle to one outlet can increase your chances of a full feature.
Most importantly, remember that editors love stories with heart. At Christmas, human voices matter more than ever.
6. Common mistakes to avoid
Even with the best intentions, some pitches fall flat. Here are the most common mistakes I’ve seen:
- Being too sentimental. Journalists want genuine emotion, not overblown seasonal sentiment.
- Lacking a human focus. A case study or spokesperson who can tell their story in their own words makes all the difference.
- Leaving it too late. Don’t expect big outlets to pick something up after mid-December.
- Overlooking local media. Regional outlets love Christmas stories, especially with a community angle. They’re often more open to running positive migration stories than national newsrooms.
If you’re a smaller organisation without a big PR budget, focus on what you can offer that’s unique – access to communities, fresh perspectives, or hyper-local stories that larger charities might miss.
7. Making the most of the season
Christmas is a time when journalists and audiences alike are looking for hope. It’s a rare moment when migration stories can shine in a new light – as stories of resilience, welcome and shared humanity.
So be bold with your festive pitches. Prepare early, lead with warmth and authenticity, and don’t be afraid to show the joy as well as the struggle.
This season, let’s make sure stories of welcome and belonging find their place in the spotlight – because they’re exactly what the world needs to hear.
