Established in 1997
Reliance Public Relations, Inc., expanded resources and talent in 2016 to better serve clients while staying true to the ethical tenets and customer service excellence standards upon which the firm was founded more than 18 years ago.
The firm, founded by Bill Gay, APR (Accreditation in Public Relations) and Fellow with the Public Relations Society of America, and his wife, Sue, added two additional partners: Susan Giller, APR, previously a partner in Valley Solutions Group, Inc. and Peggy Dale, former co-editor of the Imperial Valley Press.
“By bringing together a team of creative, award-winning, experienced professionals committed to the ethical practice of public relations, Reliance can do more to assist clients meet their strategic communications needs,” Gay said.
The firm, founded by Bill Gay, APR (Accreditation in Public Relations) and Fellow with the Public Relations Society of America, and his wife, Sue, added two additional partners: Susan Giller, APR, previously a partner in Valley Solutions Group, Inc. and Peggy Dale, former co-editor of the Imperial Valley Press.
“By bringing together a team of creative, award-winning, experienced professionals committed to the ethical practice of public relations, Reliance can do more to assist clients meet their strategic communications needs,” Gay said.
Professional Partner and Associate Biographies
Bill Gay, APR, Fellow PRSAPresident and Founder
William "Bill" Gay is a premier public relations practitioner and media strategist in the Southwest, bringing over five decades of communications experience spanning private journalism, military public affairs, and agency leadership. He grew up in El Centro, California, and is a product of the local educational system.
Upon graduating with a Bachelor of Journalism degree from the University of Missouri in 1968, Bill Gay was commissioned as an officer in the United States Navy. |
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He spent nearly four years on active duty, serving as Chief Engineer and Supply Officer aboard the USS Portage (PCE 902) and as Auxiliaries' Division Officer and Assistant Damage Control Officer aboard the aircraft carrier USS Ticonderoga (CVS 14). Transitioning to the U.S. Naval Reserve, he completed more than 20 years in the Ready Reserve, retiring as a Commander in 1993. Notably, from 1990 to 1993, he served as the Public Affairs Officer for the Naval Reserve Readiness Command, Region 19, in San Diego, where he operated as the principal public relations advisor for the largest field operation in the Naval Reserve at that time.
In his civilian career, he dedicated 25 years to daily journalism with the Imperial Valley Press and The Brawley News. Between 1972 and 1997, his roles advanced from general assignment reporting and photography to editorial supervision and corporate management. As General Manager from 1989 to 1997, he directed strategic planning, managed annual corporate operating and capital budgets of $5 million, and coordinated commercial printing, safety administration, and property management.
In October 1997, he co-founded Reliance Public Relations, Inc., directing the strategic outreach for public agencies, health care districts, educational institutions, and private corporations. His agency leadership has guided critical public initiatives, including the development of a countywide visioning process and successful multi-million-dollar bond measures for the Imperial Community College District (Measure L in 2004, Measure J in 2010, and the $130 million Measure B in 2022).
He holds an Accreditation in Public Relations (APR) and was inducted into the PRSA College of Fellows in 2014, an honor held by fewer than two percent of PR professionals nationwide. He also holds a Master of Arts in Management with a Marketing emphasis from the University of Redlands. He is active in regional civic life, having served as President of the Brawley Chamber of Commerce and Chair of the Workforce Investment Board of Imperial County. He is a docent at the USS Midway Museum in San Diego and the author of Unseen Body Blows, an acclaimed historical account of World War II Pacific campaigns.
- [email protected]
In his civilian career, he dedicated 25 years to daily journalism with the Imperial Valley Press and The Brawley News. Between 1972 and 1997, his roles advanced from general assignment reporting and photography to editorial supervision and corporate management. As General Manager from 1989 to 1997, he directed strategic planning, managed annual corporate operating and capital budgets of $5 million, and coordinated commercial printing, safety administration, and property management.
In October 1997, he co-founded Reliance Public Relations, Inc., directing the strategic outreach for public agencies, health care districts, educational institutions, and private corporations. His agency leadership has guided critical public initiatives, including the development of a countywide visioning process and successful multi-million-dollar bond measures for the Imperial Community College District (Measure L in 2004, Measure J in 2010, and the $130 million Measure B in 2022).
He holds an Accreditation in Public Relations (APR) and was inducted into the PRSA College of Fellows in 2014, an honor held by fewer than two percent of PR professionals nationwide. He also holds a Master of Arts in Management with a Marketing emphasis from the University of Redlands. He is active in regional civic life, having served as President of the Brawley Chamber of Commerce and Chair of the Workforce Investment Board of Imperial County. He is a docent at the USS Midway Museum in San Diego and the author of Unseen Body Blows, an acclaimed historical account of World War II Pacific campaigns.
- [email protected]
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Susan M. Giller, APR
Vice President and Partner
Susan Giller is an award-winning strategic communicator, facilitator, and public relations counsel who has shaped the media and public policy landscape of Southern California for more than 40 years. Her expertise spans daily newspaper management, public agency communication, crisis management, and professional facilitation.
She began her career in daily print journalism, serving as a reporter, city editor, and managing editor for the Imperial Valley Press from 1975 to 1998, where she managed a newsroom staff of 25 professionals and spearheaded innovative reader-engagement strategies. |
In 1998, she transitioned to public agency communications, serving as the Supervisor of Media and Communications for the Imperial Irrigation District (IID) until 2004. While at IID, she managed an annual budget of $800,000, directed the district’s water safety initiatives, and led high-stakes message management and media training during the highly contentious Colorado River Quantification Settlement Agreement (QSA) negotiations.
She co-founded Valley Solutions Group, Inc. in 2004, operating as a partner until joining Reliance Public Relations, Inc. in 2015 as Vice President and Partner. Her strategic leadership at Reliance has driven major municipal planning efforts, including the development and facilitation of five-year strategic plans for the County of Imperial, the Imperial County Transportation Commission (ICTC), and the City of Calexico.
She holds an Accreditation in Public Relations (APR) from the Universal Accreditation Board. She earned a Bachelor of Journalism from The Ohio State University, is a graduate of the Poynter Institute Newsroom Management program, and is a certified trainer in AchieveGlobal Continuous Measurable Improvement (CMI) principles. Her work has been recognized with multiple PRSA Bernays Mark of Merit and Mark of Excellence Awards, including honors for her leadership in the Imperial County property assessment education campaign and the Imperial Valley Business Recovery Task Force.
- [email protected]
She co-founded Valley Solutions Group, Inc. in 2004, operating as a partner until joining Reliance Public Relations, Inc. in 2015 as Vice President and Partner. Her strategic leadership at Reliance has driven major municipal planning efforts, including the development and facilitation of five-year strategic plans for the County of Imperial, the Imperial County Transportation Commission (ICTC), and the City of Calexico.
She holds an Accreditation in Public Relations (APR) from the Universal Accreditation Board. She earned a Bachelor of Journalism from The Ohio State University, is a graduate of the Poynter Institute Newsroom Management program, and is a certified trainer in AchieveGlobal Continuous Measurable Improvement (CMI) principles. Her work has been recognized with multiple PRSA Bernays Mark of Merit and Mark of Excellence Awards, including honors for her leadership in the Imperial County property assessment education campaign and the Imperial Valley Business Recovery Task Force.
- [email protected]
Susan Gay
Partner and Corporate Treasurer
Susan "Sue" Gay is a co-founder of Reliance Public Relations, Inc., and serves as the agency's Corporate Treasurer and senior event logistics coordinator. Since the firm's inception in 1997, she has managed financial structures, compliance, and client budgeting systems.
Her public relations and community relations expertise centers on large-scale event coordination, budget development, commercial photography, and regional business advocacy. |
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Notably, she was a co-founder of the Imperial Valley Business Showcase, a major annual regional event sponsored by the former Imperial Valley Joint Chambers of Commerce that attracted business leaders and consumers from around the Imperial Valley. Her execution of corporate events, community focus groups, and strategic promotions ensures that Reliance's clients benefit from highly organized, community-facing campaigns that maximize brand exposure and foster local partnerships.
- [email protected]
- [email protected]
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Bill Amidon
Partner and Sales Coordinator
William "Bill" Amidon brings over 45 years of media, marketing, and advertising sales leadership to Reliance Public Relations, Inc., where he has been a partner since 2020. His extensive career in outdoor advertising and print media provides clients with deep commercial insights and unparalleled access to regional media buying networks.
He spent 35 years in the billboard advertising industry, beginning as an outdoor painter for Martin Outdoor Advertising in 1981 and rising through the ranks to become Lease Manager, Account Executive, Sales Manager, and eventually General Manager and Vice President for Lamar Advertising Co.. |
Following a year as Sales Manager for the Imperial Valley Press, where he led a sales team of 13 across print and digital divisions, he joined Reliance in 2016. He coordinates advertising sales and distribution for Reliance's proprietary quarterly publication, Imperial Valley Alive!, and the annual Valley Agribusiness magazine.
His strategic media placement expertise has guided promotional and marketing campaigns for the California Mid-Winter Fair & Fiesta, Imperial Valley College, Innercare WIC, and local school bond initiatives. He studied at Imperial Valley College and has completed professional training programs at the Lamar Advertising Sales School and Sales Manager School.
- [email protected]
His strategic media placement expertise has guided promotional and marketing campaigns for the California Mid-Winter Fair & Fiesta, Imperial Valley College, Innercare WIC, and local school bond initiatives. He studied at Imperial Valley College and has completed professional training programs at the Lamar Advertising Sales School and Sales Manager School.
- [email protected]
Daniela Fernandez
Digital Engagement and
Social Media Associate
Daniela Fernandez serves as the Digital Engagement and Social Media Associate for Reliance Public Relations, Inc.. She leads the agency's digital division, specializing in the creation, deployment, and analytical monitoring of multi-channel social media campaigns across platforms such as Facebook, LinkedIn, Instagram, and emerging digital networks.
Her role focuses on bridging traditional public relations strategies with modern digital engagement techniques.
Her role focuses on bridging traditional public relations strategies with modern digital engagement techniques.
She specializes in creating highly targeted B2B and B2C social campaigns, designing content strategies that reach younger and bilingual demographics, and utilizing conversational technologies to increase stakeholder response rates. Her expertise includes building localized digital communities, designing interactive online surveys, and utilizing digital metrics to refine real-time messaging.
By developing custom social media calendars and coordinating digital assets, she ensures that municipal agencies, local businesses, and educational institutions maintain a consistent and engaging online brand presence that supports their broader public relations goals.
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By developing custom social media calendars and coordinating digital assets, she ensures that municipal agencies, local businesses, and educational institutions maintain a consistent and engaging online brand presence that supports their broader public relations goals.
- [email protected]
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Alejandra NoriegaLead Graphic Designer and Visual SpecialistAlejandra Noriega is the Lead Graphic Designer, Photographer, and Visual Specialist for Reliance Public Relations, Inc.. Since joining the agency, she has directed the visual identity, print layout, and digital design for Reliance's high-profile client projects and proprietary publications.
She is responsible for the graphic design, pagination, and advertising layout of the quarterly regional magazine Imperial Valley Alive! and the annual industry digest Valley Agribusiness. |
Her work combines creative design with technical accuracy, allowing her to translate complex scientific and infrastructural concepts into visually engaging and easily understood graphics. A notable example of her technical design work includes the widely distributed educational drawing detailing how water travels from the Hoover Dam through the Colorado River system to irrigate the fields of the Imperial Valley, produced in collaboration with the Imperial County Farm Bureau.
Her expertise includes the Adobe Creative Cloud suite, publication design, digital branding, and advertising collateral development, ensuring all client visual materials adhere to the highest standards of professional presentation.
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Her expertise includes the Adobe Creative Cloud suite, publication design, digital branding, and advertising collateral development, ensuring all client visual materials adhere to the highest standards of professional presentation.
- [email protected]
