Most organizations, and people for that matter, don't spend nearly enough time working on what really matters...meaningful content. Instead they worry more about selling the idea, spreading the word and getting on Oprah (I realize that's actually not possible anymore).
Companies spend more energy and money on interrupting people than ever before, mainly because of the proliferation of channels. They feel pressured to sell the story, buy the ad, talk to the editor...before someone else does. Ironically, if the same energy, passion and commitment was devoted to creating content, they wouldn't need the push...the pull would happen instead.
In a conversation about how to generate more PR, a chef once told me, do something truly remarkable and you can't hide.
Spreading the word is indeed important...but without remarkable content, you're pushing boulders up a hill. Good luck.