When I do PR, I’m usually interested in turning reporters on to a story. For lots of corporate communications people, though, the problem is the reverse: they want to put journalists off the case. Sharyl Attkisson at CBS News has a story on this very topic:
News reporters hate to hear that their story is “old news.” It makes them want to drop the subject like a hot potato. So when a news reporter calls you about a potentially negative story — whatever it is — just say “it’s old news” even if it’s not.
The last tip is particularly fiendish. If the other tactics don’t work with the reporter, go over their head and swing away at their boss.
DarrenBarefoot.com 
I don’t buy it.
Speaking as a journalist, I can tell you that the old “That’s old news” line has been played on me countless times. In fact, it happened again today. I either ignore it or, if I think a company is defensive, I dig deeper. A p.r. person that tries to distract me OFF the story is only tingling my spidey-senses that I should dig even deeper INTO the story.
Clearly, there’s something they don’t want me to know and, therefore, I’m going to find it! 😉
The best advice I have for companies — simply be honest. Don’t spin, don’t play games. I’ve also been in the p.r. business as well so I have experience on both sides of the fence.
if someone says, “that’s old news,” you just need to ask, “what has your company done to address the issue between then and now?”
i also hated when they’d ask about deadlines. like, they promise to call by three if you tell them you need to talk to them by four. expect to get the call at five, though, ’cause they figure they can just wait you out.
for some reason, some pr people figure that journalists are bound by the idea of “balance” and “getting both sides of the story.” if they put you off long enough, you’ll drop the story because how could you run something without giving both sides a chance to comment? but it’s not balance, i think. it’s fair. like, you gave all concerned a fair chance to tell you their positions.