Butterfly in the tummy. Every time their name appears in the media, companies and celebrities feel this way. Many people find those events riding on the back of positive media promotions, the unsung engine driving credibility and repute. These stories, reviews, and features are not the cherry on top. They are the cake, the icing, occasionally the candles as well.

PR is a symphony not a monologue. One well-placed news item in The New York Times or Forbes can change the tide for both startups and existing behemoths both. The Pew Research Center reports that Americans believe earned media far more than commercial advertising. Skepticism lessens when someone else relates your story. The whispers of credibility turn into a roar.

Recall Oreo’s lightning-fast “You Can Still Dunk in the Dark” tweet sent during the 2013 Super Bowl blackout? That clever PR action attracted more attention than some million-dollar conventional advertising. It was clever public relations, demonstrating in the digital world of today how quickly positive publicity can travel—not luck.

But why precisely do favorable media references count so much? Allow me to dissect it here. Third-party endorsement increases confidence first of all. While some people ignore sales presentations, others lean in for a news item or influencer evaluation. Nielsen claims that over branded content, 92% of customers trust recommendations from people—even total strangers. Though someone else’s authentic approach sells faster, authenticity sells.

Second, there is actual Snowball Effect. One strong piece can set off a series of events. Searching for popular stories are podcasters, bloggers, and editors. When your name appears, fresh prospects—sometimes from the most unlikely sources—roll in. Your inbox suddenly is not empty.

And then there is SEO. Media sources load major Google juice. A feature on a big site can provide natural traffic for months or years by elevating search results for your brand. Your rivals would offer their left arm for the free real estate on the always crowded internet roads.

Not least of all is staff morale. Pride floods staff members when they see their business discussed in respectable venues. The hum of the water cooler is Acquisition of talent also becomes simpler. Who wouldn’t want to work somewhere cool enough to generate headlines for the proper reasons?

PR is obviously not always confetti and streamers. One mistake can send everything off-kilter. Consider the 2017 disaster of United Airlines: a poorly handled narrative can go viral and erode public confidence. This is why it pays to have intelligent storytellers on the ground with a hand on the wheel.