People trust what others say about you far more than what you say about yourself. It’s called social proof, and it’s one of the strongest forces in how we decide who’s worth paying attention to.
PR and media is how we put your name in the right places, in front of the right people, so your brand earns the kind of credibility you can’t buy with an ad. When the market keeps seeing you mentioned, recognised, and respected, trust builds on its own.