You should see what they say about the Leafs, is that because they are Arizona? Its just reality, nothing more and nothing less. You don't want them to report about dysfunction, don't be dysfunctional. You want them to report about your greatness, be great. But don't expect the media to stop because you say its over.
It's a matter of narrative. In journalism, you're supposed to find the story, not create a story and find facts, hearsay, and innuendo to support it. First thing you learn in j-school. But sports media types rarely go to j-school - much less the pundit class that serves as de-facto "media" in sports like pro hockey, football, etc.
I've been a working member of the media for nearly 30 years, so while I appreciate people's opinions on what the media is, should be, and isn't, I'm closer to the reality of it than the opinionated. When people like you say that "it's just the story, not the storyteller" as you did above, it betrays at best a naivete, and at worst a complete ostriching, about the nature of this industry. I've seen what is said about the Leafs, and it's just as much a matter of personal narratives searching for buttressing as the issue with the Coyotes.
Reality is too boring and not monetizable enough to be enough for sports media. You don't get clicks and a healthy bottom line by being equitable to the Coyotes. You don't thrive in hockey's largest market by being objective about the home team. The ethics I learned in training and in practice have collectively been eroded by finance and the search for power and influence over time, but nowhere has it been more apparent than in sports media.