I would suggest a dual answer:
First, the events are popular simply because they do not follow logical IC rules of how to plan/run a good operation - that is, the event actors engage in illogical and frankly sometimes silly behavior simply for the sake of having an event.
EXAMPLE 1: The last Guristas event, where the Guristas actors attempted to abscond with their stolen cargo themselves, instead of doing the logical thing and handing it off to an anonymous capsuleer for transport.
EXAMPLE 2: The concept of having the NPCs talking about critical operations in local channels in general; there is no reason these NPCs couldn't have their own private comms instead of using a public capsuleer network that will automatically notify everyone in system.
By the same token, however, this automatically generates more publicity and interest than a "logically run" event, as it gives us - the players - a chance to intercede. A successful raiding operation in EVE is as much about -NOT- attracting to much attention as it is about anything else; by abandoning this pretense of running things so that the primary objective is operation success and instead making the primary objective participation, CCP makes these events far more interesting to the individual RPer.
SECOND: It is my personal opinion that CCP is, frankly, the only entity in the game which has the right to spontaneously begin large-scale RP actions which will effect the course of history in New Eden on a celestial scale. This isn't to say that RPers shouldn't try to make RP events, but if we're all having our characters alter the course of history by making significant impacts on stated planets, stations, nations, etc. then we quickly run in to feasibility issues as well as conflicts as various RP groups do things that would play into conflict with each other, but refuse to accept the validity of other RP groups' counter-actions.