how to identify subjects for media interview requests. They also need to know and maintain good relations with beat and trade reporters. It has never been possible to simply upload a press release and expect reporters to flood your phone with queries or republishing requests. Reporters (news agency, blogosphere or otherwise) are not search engines--they do not pick up your press "organically". You have to go to them. Come to think of it, it's the same (though to a lesser extent) for content marketing--it's not enough to upload search engine-optimised content. Post-Panda , you need to know how to engage your readers--by sharing content on your social network, by engaging readers by replying to their questions. It's not enough to ask them pass your article on. (How sociable.) Or to rate your article between 1 to 5. (How exciting.) Even for content publishers with subscribers, i.e. with readers who pay read their content, they still need ways to sell their content by advertising or syndication. How much more a press release, which is nothing more than a hook for curious journalists and writers? There has never been a fire-and-forget marketing or communications strategy. Is content really king for you? Like all buzzwords, "content is king" easily loses its meaning. Content is king only if it is written and distributed to meet the need of readers. Considered that way, a press release fails if it is not written to meet the needs of the media -- it doesn't matter if it