In this episode of Coffee with Curtis, Robert sits down with Shahni Ben-Haim, founder and CEO of SBH Media Relations, to explore why PR still matters in a world dominated by social media, AI and the attention economy. Shahni breaks down the difference between public relations, media relations and marketing, and explains why earned media still plays a critical role in building trust, credibility and authority for B2B companies. Together, they discuss how startups and growth-stage businesses can use PR to elevate their profile, support sales, strengthen founder brands and turn media coverage into a wider content engine. They also dive into the changing media landscape, the role of thought leadership, the rise of human-led brands, and how AI is reshaping the way companies are discovered, researched and trusted. If you work in B2B marketing, growth, communications or founder-led business building, this is a smart conversation on why PR is far from dead and why it may be more valuable than ever.