Effective public relations is an ongoing process. Brand awareness is built by presenting a constant stream of newsworthy and thought-provoking content to media outlets that reach your targeted audiences. Although the concept is easily understood, one of the most significant challenges facing many companies is where to locate these “nuggets” of news and industry expertise. William Mills Agency expert Kelly Williams highlights a few tips and a checklist of items that may be helpful to your company, as you outline a public relations strategy and plan.