Many entrepreneurs turn to PR only when they want immediate results, but strategic visibility is a long game. If you're serious about long-term success, it's time to treat visibility and credibility as core business strategies — not last-minute fixes. Related: How to Build Credibility When Selling to Customers Who've Never Heard of You2. Build media relationships before you need themBreakthrough media coverage rarely comes from blasting out a press release. Related: How to Build Credibility and Trust With Effective Content CreationVisible Credibility leads to strategic leveragePeople respond to those they trust.