It's not all about media (or external) attention
Sometimes speaking to your own group is the most important thing you can do.
The mass media is a powerful megaphone that can be used for good or evil. Almost everything the Yes Men have ever done is about drawing a bit more mainstream media attention to a critical issue. But sometimes a fun project can be more important for the internal morale or cohesion of a movement—or can even be a part of creating that cohesion in the first place!