In this article of the Financial Times, we can read the following sentence:
“I think it’s really important that we avoid two mistakes here: the first is to do Russia’s job for them by bigging it up; I haven’t seen in the UK any occasion where this stuff has made a strategic difference. Secondly, and related, I think we should keep this in proportion. The Russians did not create the things that divide us — we did that.
My question is what is the meaning of «bigging it up» ?