Skip to content

Deron Williams has hired his own beat reporter to cover him

Dec 5, 2012, 10:52 AM EDT

Deron Williams AP

Deron Williams wants to make sure Deron Williams gets fair coverage. So he hired a reporter to cover him.

It’s a continuation down the road journalism is taking — newspapers are struggling, more people are getting their news online at places like this (and NBCNews.com) but companies are still trying to figure out how to make that profitable like papers. Meanwhile teams are hiring their own reporters to cover the team and even break some stories — but always with a positive spin.

And now D-Will has his own beat reporter for his own site, something Kobe Bryant has done before but Williams has taken to a new level, according to a story in the Wall Street Journal (at tip to Craig at our sister blog HardballTalk, who apparently reads the WSJ daily):

He employs his own team of beat writers. Their mission? Spread the gospel of D-Will on his website, DeronWilliams.com….

Taking all that into account, DeronWilliams.com is cutting edge. Operated by a company called Athlete Interactive, the site has Williams-centric game stories, Williams-centric features and Williams-centric photo galleries. The site’s editors shoehorn “Williams” or “D-Will” into roughly 90% of their headlines, which, to be fair, is sort of the point. The headline of one particularly exhaustive 1,850-word game story last week: “D-Will Stars as Nets Topple Knicks.” “They do a great job of making sure it’s personalized,” Williams said.

This isn’t muckrake journalism—Williams and his representatives at Excel Sports Management get to vet everything that goes live on the site—but they feel it serves a purpose. Launched not long after the Jazz traded Williams to the Nets in 2011, it was originally conceived as a way to enhance his appeal to sponsors in a new market. Jaymee Messler, the senior vice president for marketing at Excel, described it as “creating a larger brand portfolio” for him.

This is all about business, spinning story and controlling (as best one can) the brand identity. That’s why teams have reporters — they don’t spend time speculating on a coach’s job or what player is slumping and losing minutes like fans do, they report what is going on but with a team-sensitive spin. It’s not to say these men and ladies don’t do good work, some do very good stuff and understand how to use the access they have to provide insights, but they have to do it within a box.

So if you have the money — and with his new $99 million deal this summer he has the money — it makes sense for a top player to have his own writer to promote the brand. To keep up what he is doing on Facebook. To spin stories for him.

It’s smart. It just means media consumers — people like you if you are reading this — need to be smart and understand the motives of all the writers you read.

Latest Posts
  1. Clippers waive Jordan Hamilton

    Aug 1, 2015, 11:00 PM EDT

    Jordan Hamilton Jordan Hamilton

    Hamilton played 14 games with the Clippers last season.

  2. Gregg Popovich expects Tim Duncan to play the “same boring game” as usual

    Aug 1, 2015, 8:00 PM EDT

    Tim Duncan, Gregg Popovich Tim Duncan, Gregg Popovich

    That would be good news for the Spurs and bad news for the rest of the Western Conference.

  3. Report: Chris Paul to attend Team USA minicamp

    Aug 1, 2015, 3:30 PM EDT

    Chris Paul, Ray McCallum Chris Paul, Ray McCallum

    Paul is still in the running for a spot on the 2016 Olympic team.

  4. Raptors’ GM Masai Ujiri sees Bismack Biyombo as key part of roster transformation

    Aug 1, 2015, 9:30 AM EDT

    Detroit Pistons v Charlotte Hornets Getty Images

    Biyombo has worked with Hakeem Olajuwon this summer on post moves, other parts of his game.

  5. Nets finally taking responsible path to rebuilding, don’t expect another spending spree next summer

    Aug 1, 2015, 8:00 AM EDT

    Brooklyn Nets Deron Williams Paul Pierce Kevin Garnett Getty Images

    The Nets will be paying the price for their win-now era for a few years to come still.

  6. Report: Dwight Howard to attend Team USA mini-camp after all

    Aug 1, 2015, 1:11 AM EDT

    Dwight Howard AP

    This is the right move, whether he decides to play in Rio or not.

  7. Watch Karl-Anthony Towns highlights from Summer League

    Jul 31, 2015, 11:08 PM EDT

    cd0ymzcznguwzdbhnduynddiytjhm2yyzthlmtjjotqwyyznpwu3mmzjztazntu1ogzhywnkzju2otmyzgnloty5otbl1 AP

    He looks like a guy who can live up to the No. 1 pick billing.

  8. Pelicans waive Toney Douglas, still await Norris Cole decision

    Jul 31, 2015, 10:26 PM EDT

    Utah Jazz v New Orleans Pelicans Getty Images

    Norris Cole is still looking for a bigger payday.

  9. Pacers’ Jordan Hill arrested for reckless driving, clocked at 107 mph

    Jul 31, 2015, 7:15 PM EDT

    Phoenix Suns v Los Angeles Lakers Getty Images

    Hill told the police he was “in a hurry.” I guess so.

  10. Warriors trade Gerald Wallace to Philadelphia in exchange for Jason Thompson

    Jul 31, 2015, 7:01 PM EDT

    Dallas Mavericks v Sacramento Kings Getty Images

    Neither guy is going to make a difference on the court for these teams. This was just moving some money around.

  11. Trail Blazers guarantee Allen Crabbe’s contract for next season

    Jul 31, 2015, 5:46 PM EDT

    LV Celtics v Trailblazers Getty Images

    Crabbe looked good in Las Vegas at Summer League.

Top 10 NBA Player Searches
  1. K. Bryant (2462)
  2. M. Miller (1736)
  3. B. Haywood (1673)
  4. L. James (1612)
  5. I. Thomas (1547)
  1. N. Young (1531)
  2. T. Thompson (1520)
  3. J. Smith (1486)
  4. S. Napier (1330)
  5. S. Curry (1246)