This is broadly true but there's an element of manipulation of the press on the part of archaeologists as well (presumably this holds true in other disciplines too). We're so reliant on publicity to keep hold of any kind of relevance we have that it's easy to see where the temptation to sensationalise comes from. There's fault on both sides, really. Not to say that all academics do this or all reporters ignore the complexities... some reporting is actually pretty decent quality - in this country at any rate, no idea about elsewhere. There are some infamously bad examples, too.