I work with some fairly large sites (in their specific areas/niches), and the general consensus for the last year or so (at least) is that we don't need to do any manual link building campaigns on them since we generally get natural links to us through PR, news sites and so on. I'm talking sites that are generally pretty authoritative in their specific areas already and get featured on news articles on BBC, Telegraph and other reputable news sources from time to time. Because of this we tend to get fairly natural growth and links end up coming from forums and social media as a knock on effect of people talking about the brands in particular. Just wondering peoples thoughts on this? Are we right to essentially say "we don't really need to link build, because people are doing it for us".