Julian Pearce, founder at PR firm Yasper: “We have to be alive to the fact that the world doesn’t close down over the festive period, and neither should PR agencies. Vital sectors like transportation and travel continue to ply their trade, and there are many high-profile cases of issues over the festive period in those sectors. As agencies, we’re kidding ourselves if we say that there are no circumstances in which a client may need our support, while technically out of office. Managing expectations in both directions is the key to avoiding disappointment. You should let your clients know what service levels will be over Christmas – ideally at the outset of a relationship. However, it is entirely unreasonable for agencies to expect their staff to work if that hasn’t been agreed up front – even if it is an emergency. It is at this point that agency owners and senior leadership need to step up to the plate, even if it means stepping away from their own.”

Ruth Barrett, senior digital PR consultant at PR firm Root Digital: “It’s helpful to try and understand what pressure the client may be facing. It could be monetary or stress from their boss or higher up, and they’re being pushed for big results before the year comes to a close. Sometimes taking the time to have a chat about this can work wonders to improve and maintain your client relationships during this time. As long as they know your team is in their corner, they can’t ask for much more.”

Nikki Francis-Jones, managing director at PR firm The Wilful Group: “Embrace the golden military mantra of ‘prior planning prevents p*** poor performance’ and get ahead of the game. Set realistic expectations with clients early on, factoring in your team’s holiday plans too. There’s no glory in over-promising and under-delivering. Suggest timelines, set deadlines for client feedback, and get it in writing. Internally, plan for the worst-case scenario. No one wants to be the person fielding a PR crisis call on Christmas Day while your dad sharpens the carving knife. Get that holding statement sorted before the out-of-office kicks in, swap mobile numbers with your team and the client, and draw up a rota of who is on call. Once you’ve done all that, light a festive candle, cross your fingers, and hope nothing goes up in smoke.”

Natalie Trice, founder at publicity and PR firm Natalie Trice Publicity: “Clients (like everyone) are dealing with 101 things in the run up to Christmas, so it's little surprise that we get the brunt of their burnout. But, we also need to think about our own mental wellbeing. Whether you work at an agency, in-house or freelance, you have a right to fun and rest, so you need to set those boundaries and protect your energy. Far from being ‘woo, this is simple common sense’ it’s something you will thank yourself for. We all know that demanding clients and other stakeholders can make the festive period feel overwhelming and downright miserable, so be clear about what’s realistic, take regular breaks, and don’t hesitate to say no if something isn’t urgent or feasible. After all, you can only deliver great work if you’re looking after yourself, too.”

Stacey Hampton, senior PR manager at PR firm Ilk Agency: "With the end of the year fast approaching, clients can often share their stresses with PR professionals, but managing their expectations can help to eliminate panic stations. Being transparent with campaign progress, deliverables and results through increased communication, such as, daily or weekly priority emails, virtual meetings or calls can give clients reassurance. Another way to put your clients at ease is to use this month to plan ahead into the new year. Whether that be forward planning campaign activity, reflecting on PR strategies, or identifying new ways of working, PRs can grab the December reassurance bull by the horns and demonstrate they are ahead of the game."

Gareth Hoyle, managing director at PR firm Marketing Signals: “The holidays can evoke many feelings – some good, some bad – and we often put a lot of pressure on ourselves. Although, it doesn’t mean that you should tolerate abusive or degrading behaviour. If you’re regularly receiving unrealistic demands and struggling to get on with a client, it may be best to escalate this to someone higher up to see whether there’s someone who can step in to mediate the situation or simply explain that their demands are unrealistic. Sometimes your clients may not understand how you work or know how long certain tasks may take, for example. You could try jumping on a call or setting up a meeting to see where the issues lie, and whether there are any ways you can work better together to resolve issues. Whether that’s an updated communication process, more regular updates, or simply communicating your strategy and processes so the client knows what they can expect of you and what they shouldn’t be asking.”

Rebecca Moss, digital PR director at PR firm JBH:"As PR professionals, we need to have empathy for the immense pressure brands face in delivering a successful Q4 while protecting our teams from undue strain.”

Moss’ top tips:

1. Protect your team from undue pressure by managing expectations early
2. Small gestures of goodwill can strengthen client relationships and leave a lasting impression for contract renewals in 2025
3. Recognise that your team may also feel the pressure of year-end deadlines

Jordyn Dean, founder at PR firm Taylor Dean Media: “The festive season is a pressure cooker for PR pros, with deadlines, campaigns, and heightened client emotions piling up. I’ve seen firsthand how stressful this time can be for agencies and in-house teams alike, but here are five tips on handling clients when tensions are running high.”

Dean’s top tips:

1. Be proactive, not reactive
2. Lead with empathy
3. Keep solutions front and center
4. Protect your team’s bandwidth
5. Have a crisis plan ready

Kath Myers, managing director at PR firm Milk & Honey PR: “My advice on dealing with unreasonable client behaviour ― talk to them. And by that, I mean an actual conversation either on the phone or, ideally, face-to-face. It's harder for a client to misbehave when they have to talk to a human being and not a keyboard. Plus, this conversation might reveal the reasons behind their apparent unreasonableness. Even a brief conversation can remedy so much and help build your relationship. My advice when facing any client issue is to pick up the phone.”

James Wright, client services director at PR firm Full Fat: "Christmas is a busy period, but keeping calm and friendly will ensure clients feel heard. It’s also important to be clear if you think a situation is being blown out of proportion when you can deliver a quick solution. I’d also recommend setting clear boundaries. We always want to help if we can with a crisis, but be upfront with the amount of communication you can give them at any one time, and if we feel that the request isn’t something we can help them with."