The document provides 16 tips for effective public relations and brand building, including creating an effective brand name, maintaining relationships with journalists, knowing what topics are newsworthy, encouraging positive coverage of your industry, harnessing social media, encouraging searches of your brand name, identifying target media outlets, starting to reach out to those outlets, getting involved in your community, measuring online PR using social media and website traffic, avoiding public fights with competitors, staying consistent in messaging, and building relationships in the local community to foster customer loyalty.