FIRST, your reputation skyrockets because people featured in the media have the third party endorsement that nothing else offers.
SECOND, you get seen by far more people because most media outlets have a massive reach and you can target media used by your potential customers and clients .
THIRD, if you do this yourself, and it's simple and quick, it's absolutely free.
FOURTH, research shows that being featured in the news, whether that be print, radio or TV, is anything from 3 to 6 times more effective than advertising..
FIFTH, this puts you ahead of your competition because I bet they don't feature in the news and rely on blowing their own trumpets