Reputations can be valuable if you wield them properly. They are your introduction to the world before the world meets you, and helps you make a positive first impression. An organization like the Pittsburgh Steelers has the benefit of having accumulated a reputation for both success and fairness over the course of the past five decades, which helps their relations with free-agent players and under similar circumstances.
Of course, any player you acquire via trade is going to say nice things about you whether they had any say in the matter or not. Still, some comments feel more genuine than others, and I think Joe Schobert was sincere in his remarks about his first impressions of the Steelers organization on Sunday.