“How come I never see good news about the Church in my feed?”
It’s a familiar frustration. For many Christians, it can feel like media coverage of the Church is overwhelmingly negative - focusing on scandal, decline, or internal disputes.
Now, a new UK study offers a clearer picture of how Christianity is actually portrayed in the media, and how churches can play a more proactive role in shaping that story.
The research, conducted by Jersey Road PR in partnership with media analysis firm Agility PR Solutions, examined news coverage of Christianity across UK online media between December 2023 and November 2024. It found that while positive stories are certainly present, negative reports continue to dominate the public narrative.
Coverage of traditional denominations was far more common than stories about newer or more diverse church expressions, including Pentecostal or migrant-led churches. Yet, rather than offering only critique, the report gives practical steps Christians can take to better engage with the media and broaden how faith is represented.
Telling a better story
One of the clearest messages from the report is the power of personal stories. Testimonies of faith, redemption, transformation, and even humour or “quirky” ministries hold strong appeal for journalists.
“Christianity offers powerful human stories—of hope, second chances, and changed lives,” the report notes. “These can resonate deeply in a media landscape often hungry for meaningful narratives.”
The report recommends churches proactively tell these stories, especially when they connect with wider social issues such as poverty, mental health, or youth support. Churches running foodbanks, offering addiction recovery, or supporting refugees can all offer compelling angles for local media.
At the same time, Christian organisations are encouraged to consider partnerships with public figures who can speak sincerely and positively about their faith, whether celebrities, athletes, or influencers, helping bring faith into the mainstream without preaching.
Honesty and integrity matter
While positive engagement with the media can create opportunities, the report cautions that churches must lead with integrity, particularly when facing difficult truths.
Instances of abuse, institutional failure, or scandal, when met with silence, defensiveness, or cover-up, can significantly damage public trust. Instead, the report urges Christian leaders to respond transparently, own past failings, and demonstrate real commitment to reform.
“Media engagement is not without risk,” the authors acknowledge. “But wise, thoughtful communication—especially during a crisis—can help restore credibility.”
Churches are encouraged to invest in media training, carefully choose their spokespeople, and understand how different media platforms handle matters of faith.
Rethinking national coverage
The report also makes several recommendations for journalists, urging them to look beyond the same denominational voices and avoid portraying Christians as one-dimensional or extreme. Faith leaders should not be restricted to commenting only on moral or social controversies, it argues, but also included in broader cultural conversations.
Journalists are encouraged to take notice of genuine expressions of faith in public life, such as a footballer praying after a goal or a celebrity sharing their beliefs, not as oddities, but as authentic parts of people’s identities. They’re also urged to provide greater attention to stories of Christian persecution around the world, which often go unreported.
Local churches, local impact
The report concludes with a challenge: national organisations and denominational leaders can only go so far. Real change in public perception will likely come through local churches sharing their stories at the community level.
“I’d urge every church to identify someone in the congregation to take responsibility for building local media links,” writes the report’s author, who has decades of experience representing Christian organisations in the press. “That includes not only traditional local newspapers, but also new online outlets, community blogs, and local radio.”
With so much good being done by churches across the country, often quietly and consistently, there’s a responsibility to ensure those stories are heard.
By leaning into personal testimony, community relevance, and honest leadership, the Church has a chance to rewrite its public narrative - not with spin, but with integrity and hope.
