William Mills Agency expert Kelly Williams identifies one of the biggest mistake companies make when it comes to media relations - not leveraging PR in sales and marketing efforts.  More often than not, work is dedicated to pitching and placing an article in a key publication, the article appears and then nothing else is done with it. So much thought and work goes into generating editorial coverage that he is constantly surprised at how quickly some want to move along once an article is placed. Kelly's article outlines practical suggestions on how companies can leverage their investment in a public relations program to improve tradeshow marketing, direct marketing, Web site, executive positioning, employee communications, member communications and sales materials.