They don’t "see us", until someone does something that is emotive enough for the evening news or local rag news, like stranded out at sea, maiming someone, traffic jam caused by kite accident over bridges... so on and so forth. Ultimately it just ends up being a 5 to 10 second segment that gives the general brain dead tv watching public a poor image of the sport.

.. Not a fan of the media – like a stereotype car salesmen really!
Otherwise it’s shown as an extreme (ha-ha) sport on a tourism/morning show to fill in time between segments.