Here’s the other thing about dodgeball. Just when you get a clear shot at the big gun, you get picked off by the quick little player you never saw coming. You never get to deal with marketing problems one at a time. They all need your attention now. So you do have to pay attention to media, content, SEO and the rest…you just have to do it all under the umbrella of your brand. And in fact, how you handle brand issues often dictates how you do the rest — who you reach out to via media, what kind of content you create, which searchers you try to attract. So keep your eye on all the balls, all the time.