Because, as you know, most people don't listen when you tell them what you can do and how you can benefit them. They see it as a sales pitch, even if it's the truth. When your customers, the people who benefit from your services, tell these people the same thing, then they listen. It's no longer a sales pitch. It's a fact.
Perception is truth.
Thus, the need to present an image of reporting that is perceived the way reporters want it to be perceived.