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Peter Tompa comments on the SAFECorner blog (which has a larger readership than his own): PRNewswire is a paid service [...] Prof. Gill's funding for this PR effort remains a mystery as is the source of at least some of the photos with which he plays his game of "gotcha" on collectors and museums.

ACCG employee John Hooker asserts that each press release costs Gill $400 (USD), that means he has spent so far 14,400 USD on them. That is a fraction of the 80 000 dollars the ACCG has raised through its "benefit auctions". It seems to me there has been a lot more benefit arising from Gill's use of the social media to spread the word about "looting matters" than the silly posing, conspiracy theorising and frivolous court cases of the ACCG.
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