I think you're doing a great job in many ways...
I feel that the Publicity Wire is a fantastic innovation that elegantly addresses the idea of allowing us to upload work -- and also the challenge of what happens when the work or stories are not deemed to be worthy of official editorial consideration on a timely basis.
I see that some sites/publications are making big pushes to be "online communities." SHOOT is that already, but without forums where conversations play out, per se. Perhaps that would be worth looking into, running past key contacts and business partners, etc. I also feel that your efforts to ensure SHOOT is appearing in top social media channels have been handled very well. Now may be a great time to revisit and amp up your initiatives on Facebook, Twitter and the new Google+ platform.
Break a leg, and thank you for inviting my input.