Publicity can work either way
. But sometimes, the hero just isn't that well known. Don't expect them to mentioned by name (or even title) by the villains. Heck, don't expect villagers to know (or care)
who he is. And if the they finally confront the villain for destroying his town, raping his wife, or stealing his son, expect the villain to seriously say But for Me, It Was Tuesday
This is not to say he's trying to be anonymous. Neither are wiped from existence
or deliberately suppressed
. They are simply a person trying to save the world, that is not widely known by the general public. The Big Bad
doesn't send thugs after them, so if they do any fighting in the show, it's usually by making personal enemies.