You could assume that after a year of launches, press trips and endless events, journalists would be ready to hibernate from PRs, come December. However, with deadlines easing and editorial teams wrapping up, press are in social mode. A festive event cuts through the inbox chaos and gives opportunities for good conversation over a raised glass.
It’s also the perfect time to say thank you and strengthen relationships for the year ahead. December sees journalists planning long-lead features, New Year content, and early-2026 trend pieces. Catching them at this point ensures brands are firmly on their radar, regardless of whether it’s a buzzy press reception, more intimate entertaining to thank VIPs, or a brand-specific festive event.
We know a thing or two about a Christmas knees up at LRR, and have pulled together our definitive guide to make silly season a success…
Step 1: Choose the right space and occasion
The right venue sets the atmosphere for the event. If it’s a brand-specific event, ensure its tone of voice is shown off. Big press reception? Go central, unique and provide a treat that will give journalists a pull to attend. Smaller gatherings? Private dining rooms or unique Christmas activities work a treat. Top Rooster tip: Take time to browse social media for what’s trending, snap up tickets, and give your guests an enviable experience.
Step 2: Pitch without being pushy
While journalists will expect to talk shop, the best Christmas events steer away from hard pitching. On these occasions, it’s crucial to balance being both a host and a hustler.
Brands should shine naturally through subtle product displays, insights and sneak peeks injected into conversations, and genuine links to what is being discussed. Weave brands in when discussing 2026 plans and upcoming features, rather than overwhelming guests. Media are time-poor, so valuable face-to-face time should be spent offering insightful introductions to brands, understanding how your guests work and what is key to them and, importantly, building relationships.
Step 3: Make the most of conversations
PR 101 is to do homework before any event, but this is particularly crucial when hosting relationship-building activities. Know who’s attending, what they write about, what they’ll need in January and how you can help them.
With a back pocket stuffed with this knowledge, it can be far easier to find out what they’re planning, tease launches and suggest trend ideas, while coming across both human and genuinely interested.
Step 4: Turn festive cheer into coverage
When the event ends, the coverage conversion begins. Expect a PR’s head to be sore from both champagne and the information they’ve packed it with after a Christmas event.
Not being pushy on the night comes into its own afterwards. Smart follow-ups and new relationships turn a well-executed festive event from a party to an ideal opportunity to set up Q1 success, long after Christmas decorations come down.
