Deron Williams has hired his own beat reporter to cover him

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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.

Watch Kawhi Leonard, Mike Conley in epic playoff duel Saturday (VIDEO)

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Kawhi Leonard scored 16 straight points for the Spurs at the end of regulation to give San Antonio the lead and a chance. Then Mike Conley hit a floater in the lane forced overtime.

There Mike Conley hit a floating bank shot that had the Grizzlies up three with :47 seconds left, only to have Leonard answer with a three to tie the game. Marc Gasol would break that tie and get Memphis the series-evening win.

Conley and Leonard traded blows through the clutch parts of Saturday’s epic Game 4 between Memphis and San Antonio. It’s worth checking out the highlights again.

John Wall goes coast-to-coast, behind-the-back for lefty dunk (VIDEO)

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There’s not going to be many plays better than this in the entire playoffs.

There wasn’t a lot for Wizards’ fans to cheer in Game 3, the Hawks took control early and routed Washington, making it a 2-1 series. But there was this, John Wall going coast-to-coast with the ball, going around-the-back and throwing it down left handed.

Wall is just so fast end to end.

Warriors take 3-0 series lead over Blazers with 119-113 win

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PORTLAND, Ore. (AP) — Stephen Curry scored 34 points, Klay Thompson added 24 and the short-handed Golden State Warriors overcame a slow start to take a 3-0 lead in their playoff series against the Portland Trail Blazers with a 119-113 victory on Saturday night.

The Blazers led by as many as 17 points in the first half, but couldn’t hold off the Warriors, who can clinch the series with a win Monday night in Game 4 at the Moda Center.

Golden State was without Kevin Durant, who was sitting for a second straight game cause of a left calf strain, and coach Steve Kerr stayed back at the team hotel because of illness.

The Warriors took a 108-100 lead after Andre Iguodala‘s dunk with 4:05 to go.

Noah Vonleh‘s dunk got Portland within four at 110-106 with 1:29 left, but Curry answered with a 3-pointer that all but sealed it, sending fans streaming for the exits.

CJ McCollum led the Blazers with 32 points, while Damian Lillard added 31.

Markieff Morris calls Paul Millsap a “crybaby,” Millsap responds “It definitely got personal now”

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The Atlanta Hawks owned the Washington Wizards from the opening tip Saturday, making it a 2-1 series with an easy win.

It’s a series now — and that includes trash talk.

Paul Millsap had 29 points, pulled down 14 boards, got to the line 11 times, and led the Hawks to the win. He got the calls he wanted this game, but Washington’s Markieff Morris was not exactly down with high praise for Millsap.

The key line here: “”He just did more for his team. He’s a crybaby. Get all the calls and you a crybaby.”

Millsap was asked about that comment in his postgame presser — and the best part may be Dennis Schroeder’s reaction.

“It definitely got personal now, yes. I mean, I don’t care. So what? He can take his loss and go back to the hotel and be ready for the next game.”

These two have already had a beef this series.

Game 4 in this series just got a lot more interesting.