You fly planes - people are interested in that. A plane makes a landing that is not normal - that sadly is news.
I think the problem with aviation reporting is that the public in general are still scared of flying. Its that all or nothing situation if it goes wrong so there is that "what if" "It could have been me" factor.
Yes I know its not as simple as that but, what you do interests the public. The press cover it.
Its up to the airline media people to manage the press and do it properly.. Thats a very skilled job. Play it down, you are accused of covering stuff up. Give them everything and its hype.