FARA is about people acting as agents of foreign governments. If it was just an American trying to influence American media on behalf of an American organization, it wouldn't be a big deal unless it involves classified information or other illegalities.

FARA is aimed at preventing clandestine efforts by foreign governments to subvert/compromise our government. Enforcement has been lax to non-existent for a long time, but that has changed in big way in the last few years or so, for reasons that are obvious.