Deron Williams

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.

James Harden’s 12th triple-double helps Rockets end 2-game skid

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NEW YORK (AP) James Harden had 22 points, 11 rebounds and 11 assists in his 12th triple-double of the season and the Houston Rockets easily ended their first losing streak of the season by beating the Brooklyn Nets 137-112 on Sunday night.

Held to 105 points in losses to Minnesota and Memphis, the Rockets bounced back with 104 after three quarters and handed the Nets their 10th straight loss.

Eric Gordon led the Rockets with 24 points and Trevor Ariza added 23. Houston made 21 3-pointers and had five players with at least 16 points.

Houston shot just 40.8 percent during its two losses, well below its 46.8 season average, while being held nearly 10 points below its season scoring average. But the Rockets had no trouble bouncing back against the Nets, who allow an NBA-worst 114.3 per game.

Joel Embiid helps bring hundreds of fans to D.C. with ‘Bus the Process’

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Joel Embiid has fans all around the NBA. Some even came out to see him during the Philadelphia 76ers game against the Washington Wizards on Saturday despite the Cameroonian big man sitting out due to restrictions on playing in back-to-back games.

#BusTheProcess was the hashtag used to get 350 Sixers fans to the game in D.C. thanks to Embiid, coach Brett Brown, and the podcast The Rights to Ricky Sanchez.

Via Twitter and ESPN:

Fun stuff for some dedicated fans, even if they didn’t get to see Embiid play.

Unfortunately for the #BusTheProcess folks, the 76ers wound up losing to the Wizards, 109-93.

Ball ricochets off Robin Lopez’s face, Bulls score anyway (VIDEO)

NEW YORK, NY - OCTOBER 31:  Robin Lopez #8 of the Chicago Bulls look on against the Brooklyn Nets during the first half at Barclays Center on October 31, 2016 in New York City. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement.  (Photo by Michael Reaves/Getty Images)
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Michael Carter-Williams is still shaking the dust off after being inserted into the starting lineup, I guess. At least, that’s about what you can say when you pass the ball off your starting center’s face.

But there’s good news! The Chicago Bulls scored on this play.

Let’s take a look at the whole thing, shall we?

I think the more important question is whether Carter-Williams received a secondary or primary assists on the NBA.com tracking site.

Kent Bazemore, Mike Dunleavy pick up offense as Hawks beat Bucks

Mike Dunleavy, Michael Beasley
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ATLANTA (AP) Kent Bazemore scored 24 points, Mike Dunleavy added 20 and the Atlanta Hawks beat the Milwaukee Bucks 111-98 on Sunday.

Giannis Antetokounmpo finished with 33 points and was a tough matchup in the paint for Milwaukee, which dropped 2 1/2 games behind the fourth-place Hawks in the Eastern Conference.

Atlanta has won eight of nine. The Bucks have dropped three of five.

Dunleavy, in his second game since arriving in a trade last week with Cleveland, had his first 20-point performance since a first-round playoff game for Chicago on April 30, 2015.

Antetokounmpo has scored at least 30 points in eight games in a breakout season.