How does one get visibility without social media?

The question is not about building a brand as a busines nor about becoming a famous photographer. It's about how a passionated idividual within a genre (e.g street) can slowly build their name and make their work visible to the public.

So the question is this: if you are a photographer who published books and sells prints without relying on social media, how did you build your name and managed to put your best work out there?

Does it make sense to publish a book if you are "noone" who happens to have a few nice photos?

And do you have to have contacts with established photographers and gallerists to begin with?