Kent has a point but he hasn't communicated it eloquently or made it seem like the problem it actually is - he resembles more of an angry man yelling obscenities in the street.
I think Brent Read or someone else in one of the other rags communicated it best - the issue surrounds in-house club media. As fans, we're constantly complaining the media only represents the code poorly, doesn't look out for its best interests etc.
The advent of social media & online portals for clubs i.e. Broncos TV, Bulldogs TV etc... that's killing parts of traditional journos jobs. The clubs then get all the good news stories, publish them in-house for fans to consume directly... as a result, challenging questions are sometimes unasked, or if they're asked, go unanswered.
That then leaves the journos (rightly or wrongly) to make up their own mind, and leaves them with limited positives to chase.
I'm not defending them but there's clearly some issue at hand here and it needs fixing so we can promote the game better.