Maybe UM just handles it's content promotion differently. The old school way to do it would have been feeding information to local media, TV and print, but that doesn't seem to be the case anymore.
The cats seem to produce stuff that's fed to the local media. The reporter covering the cats turns out more content than the reporters (2) covering the Griz, that's for sure. That content on 406sports, which feeds the Missoulian is bundled with videos produced by MSU. I see 3 videos from MSU's game Saturday posted to 406 sports, which feeds the Missoulian content. All three videos were produced by MSU. The Big Sky roundup is written by the cat reporter, also.
There are no game day videos for the Griz at 406sports. That's probably because UM isn't offering that stuff up like MSU is, but it sure makes the content lopsided in favor of the cats.
What I do see for UM is a lot of content that's branded as it's own and not used by local media. Generally, UM cranks out a lot of video for its own sites, does great drone stuff, too, but that video doesn't make it into the press anywhere that I can see. It is isn't B roll for TV news, the video is very polished with audio clips of Riley and and hype music.
The Inside the Den podcast is also better than anything MSU has, but doesn't make it to TV or print. And maybe that's the objective, to make the source for Griz information the website and social media accounts of the University of Montana, or the businesses it has contracts with, be they Varsity Podcast Network, or ESPN+, or Learfield.
There are just better ways to get Griz content than local press and most of them are branded by UM. If the old way isn't working, try the new way. It's pretty good.