Well if media outlets would stop throwing out names like Tressel, Orgeron and Steele then fans wouldn't get there hopes up. This is what they want they're throwing out big names they know will never come here to get fans hopes up and then capitalizing of them flipping out over hires from OSU assistants so they can then write about that
The media is just an extension of the people they serve, especially when it comes to sports. I got on Huskerboard within minutes of Bo getting fired and saw people already talking about Tressel - I don't think the media had much to do with that. Talk radio also deals a lot in rumors because that's what they do - talk. If they only talked about facts their shows would be pretty short. You have to make your own opinions and the people that eat up what the media says need to as well.
The one thing people keep bringing up about Riley is he's a developer of talent. He hones it to the best of his abilities, and over the last several years, he's been doing it with mediocre talent and it's been producing. Could he have done better? Sure. But, even Boise State, a team with very mediocre talent that took the national stage by storm, has fallen off the national scope for the last couple seasons now. Put Riley in a place with significantly better resources and much better access to talent... really good things could happen.
Look at it this way, too. I don't think Meyer, Saban, Miles, Stoops, or any other 'elite' coach would win 10, 11 or 12 games at Oregon State every year.