Do you think business gift-giving during the holidays is a stressful waste of time? Think again. It provides terrific public relations benefits. Here are just a few:

• Elevates relationships with clients and referral sources;
• Increases the service level of suppliers;
• Establishes greater employee goodwill and productivity;
• Improves top-of-mind awareness among prospective clients; and
• Enhances relationships with the press.

To maximize the public relations benefits of gift-giving, consider the following parameters.

Who Should Be on Your List?
Start the process by making a list of everyone who should receive a card and/or a gift. You should include:

• Clients (current and those you’ve had during the year);
• Referral sources;
• Employees;
• Suppliers and vendors (these are the most overlooked and will be most appreciative);
• The media (those you have been in contact with);
• Prospective clients you’ve had contact with; and
• Anyone who has helped your business in any way during the year.

Gift or Card?
Holiday cards are almost always looked upon favorably by the recipient. Non-denominational cards, such as Thanksgiving, New Year’s or holiday season good wishes are the best options. Snail-mail cards are best. They can be saved and displayed, and provide a reminder about you and your business.

The worst thing you can do is send a card pre-printed with your holiday wishes and no personal note. Here are some tips on making your cards great:

• Hand-write a personal note (preferably in your handwriting; otherwise, you can have an assistant do this).
• Include the person’s name and mention how he or she has helped you this year.
• If you’re giving a gift, tie the card’s personal note into the gift. For example, if you’re giving a cake to a client, you could say, “Working with you is a piece of cake. Thanks for being a great client.