He made himself the poster boy. Before Gotti, the only boss who garnered anywhere near the media attention that he did was Albert Anastasia and the fact that Anastasia also seemed to welcome the attention instead of avoiding it was one of several reasons that lead to his demise.

I've never seen any news footage of any other mob boss outside of courts or arrests and never seen a boss speak to reporters. If you put a little effort to avoid news coverage, you can, but Gotti made no such effort.