You have an old product. The general perception is that everybody is either leaving it behind or holding on for dear life. You invest in it and release a new version every year.
Here is your plan to receive no news coverage when you ship your next release:
- Hire a new PR agency
- Do not tell them who has covered the product in the past
- Release the product
- A few days later have a press event
- Invite press on very short notice
- Send out a press release
- Provide no photos, screenshots etc.
Congrats. Your news is now olds.