No matter what you think of the media and their superficial coverage, getting your campaign in the mainstream media is an important way of getting people to hear about your campaign. If you put no effort into the media, the arguments of the roadbuilders will go unchallenged. Be aware that the media are not the objective watchdogs they pretend to be. Although individual journalists may be sympathetic or at least fair-minded, they all have editors who pull the strings and keep the corporation happy.
Media coverage is dominated by sensationalism, conflict, personalities and superficial analysis.
The debate as to whether to put much effort into getting media coverage or dismissing them as part of the system which we are fighting goes on in every campaign. You'll have to make your own decisions. Creating our own media is the only way to ensure fair coverage. Your campaign media could include newsletters, booklets, video magazines and pirate radio stations. Your own propaganda should be good quality and inspiring.