Of course you want your protest known about. But when the sensationalized media frenzy fuels the mob mentality to the point where it is all mayhem and destruction, it is out of hand. Make your point known, get the word out there, but not in a destructive way.
How, exactly, does tearing up your town, setting things/businesses/anything you can on fire, looting from stores, and all the other out of control behavior bring justice? What, exactly, does all of that have to do with a protest? Protesting is making your displeasure about a situation known. Rioting, setting things on fire, looting and damage shows you are only out to cause damage.
While I realize it is only a small part of the community going berserk and the rest are trying to keep things peaceful, it is those who are going about it the wrong way that are getting the media attention, not the ones who are doing it right.