The job of the Media Interface is explaining the story to the press. A man in the park reading a poem is an event. Biggest, first, fastest, largest helps. Twenty thousand people running through downtown San Francisco is an event. A group carrying signs in front of a church is an event.
Women protesting a political candidate is an event.
The standards have worked for a hundred years. A good target is the courthouse, a judge's residence, a congressman's office, etc. Pickets, sit- ins, chanting, the whole bit. Chanting songs can also be entertaining if the chants are cute and pack a punch. Burning money always gets attention.