5 Creative Ways to Thank Clients and Media Pros Over the Holidays

The holiday season is practically a built-in PR campaign for gratitude. But the standard “Happy Holidays!” email that lands in an overstuffed inbox is often left unopened, and the 20th chocolate basket can feel less like a thoughtful gesture and more like a sugar overload. As PR professionals, you know better than anyone how crucial it is to cultivate long-term loyalty and genuine connections—with both clients and the media folks who bring your stories to life. Ready for some fresh ideas?

Below, you’ll find a stocking full of practical strategies to express your thanks in ways that speak to the heart of public relations.

1. Make It a Story with Personalized Thank-You Notes

We know how storytelling can be powerful. So why not turn your thank-you note into a mini-narrative of the past year’s highlights? Think of a specific success story or a milestone you achieved together. Maybe you launched a new product that your client championed, or a journalist you’ve worked with helped gain critical coverage that transformed your brand’s awareness.

• Open with a memory: Something like, “Remember when we pulled off that launch party in five days flat, all because you were game for a last-minute pivot?”

• Be personal: Reference their hobbies, favorite coffee shop, or that joke you always share. Show you’ve been paying attention, not just checking off boxes.

• Keep it crisp: A few heartfelt lines are enough. You want to hold their attention—and make them smile.

  
  

2. Festive (and Ethical) Gifting Beyond Cookie-Cutter Hampers

Don’t get us wrong—everyone loves a good cookie hamper. But if your gift is “just another holiday basket,” it could get lost in the swirl of dozens of identical deliveries. Plus, you have to consider journalism ethics. Many reporters can only accept items under a certain dollar amount, if at all. The same holds true for corporate compliance at some large organizations.

• Curated Local Favorites: If your agency is based in Los Angeles, consider an “LA Luxe” box featuring locally roasted coffee from Verve, gourmet hot sauce from Truff, and a jar of artisanal honey from the Santa Monica Farmers Market. Add in a sweet touch like a candle from Malibu-made P.F. Candle Co. This gives your gift a distinctly Southern California vibe while sharing a little piece of home.

• Cause-Driven Gifts: Many folks are particularly charity-minded during the holiday season. Donate to a cause that’s meaningful to the recipient—or send a small gift where proceeds go to a community charity. Include a note saying, “We know you care about the environment, so we sponsored a tree-planting in your name.”

• Experience Over Things: For journalists and clients who can accept modest gifts, you may opt for an online gift card for a meal-delivery service—perfect for those late-night deadlines or weekend brainstorming sessions. Or gift a virtual workshop session, like a “Holiday Cocktail 101” or “Speedy 30-Minute Meals.”

  
  

3. Incorporate Playful Holiday Surprises

The holiday season can also be an opportunity to insert a bit of fun into your professional relationships. Yes, you want to maintain brand integrity, but never forget that PR is about engaging people’s emotions.

• Pop-Up Gingerbread House-Building: If you have local media contacts or clients, invite them to an informal, in-office (or co-working space) gingerbread house workshop. Provide all the supplies and let their creativity run wild. Laughter and sugary fun can spark genuine connections.

• Virtual Snow Globe: For your remote contacts, send a surprise short video of your team wishing them happy holidays, done in a creative way—like everyone wearing matching sweaters or lip-syncing to a festive tune. Keep it short, sweet, and shareable.

• Holiday Memes: If your relationship with a particular journalist or client is on the lighter side, you may create a fun meme or holiday GIF referencing an inside joke or a project you worked on together.

  
  

4. Social Shout-Outs (That Aren’t Self-Promo)

We’re in the business of putting people in the spotlight. So this holiday season, turn that skill outward to publicly celebrate your clients and media allies, all while keeping it genuine and non-promotional.

• LinkedIn Posts: Craft a short “year-in-review” spotlight for a standout client or mention a journalist who consistently brought your brand to life. Emphasize their accomplishments and contributions, not your own.

• Client Features on Your Blog: Dedicate a holiday “thank you” blog post on your agency’s site that highlights each major client’s 2024 achievements and how you were proud to support them.

• Social “Gratitude Threads”: On X, set up a thread showcasing the milestones reached with different partners. Tag them and include a personal note for each. Keep the vibe upbeat—imagine it as a mini “awards ceremony.” People love to be recognized, especially in a public forum. 

  
  

5. Give Them the Mic and Ask for Feedback or Future Wishes

Here’s a little secret: sometimes, the best way to say “thank you” is to show how much you value someone’s opinion. Rather than just delivering a monologue of gratitude, invite them to co-create the next chapter of your partnership.

Try this approach:

1. Reflective Conversation: Send a heartfelt message expressing thanks and end with a simple question: “What’s on your wish list for our collaboration next year?” You’ll be surprised how many constructive ideas you’ll glean.

2. Mini Surveys: If you have many clients or media contacts, create a quick (and fun) poll or quiz. Weave in holiday-themed questions (“If our agency were a holiday character, who would we be—Santa, Frosty, or The Grinch?”) along with genuine questions about improving your services.

3. Future-Focused Brainstorm: If a client or journalist is open to a quick call, set aside 15 minutes to talk about what they’d love to see from your team in 2025. You get valuable insights, and they feel heard and appreciated.

   
   

Turning Meaningful Moments Into Memorable Thank-Yous

Think about the moments that mattered most this year—like when a client trusted you with a bold new campaign or when a journalist turned a pitch into a story that changed everything. It’s those moments that deserve more than just a generic thank-you email. In a season overflowing with noise, these small but genuine gestures are what build connections that last well beyond the holidays. After all, isn’t that what this time of year is really about?

Wishing you, your clients, and your media contacts a season of true gratitude and cheer!