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.

Magic’s Aaron Gordon skies to finish amazing alley-oop (VIDEO)

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Aaron Gordon may not have had the best dunk contest this year — apparently drones and dunks don’t mix well — but the guy can still get up and finish with the best in the league.

As he did on this alley-oop against Detroit.

Elfrid Payton had to throw a lob that would get over Andre Drummond, but how many guys in the league can get that high, reach back and finish that? Damn.

Former Hawk Pero Antic’s celebration accidentally punches teammate in face in Eruoleague (VIDEO)

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Former Atlanta Hawk Pero Antic is now playing for Turkish powerhouse Fenerbahce, in case you were not aware.

Fenerbahce was facing Anadolu Efes in a EuroLeague game, it was tight late and former NBA player Ekpe Udoh was at the free throw line for Fenerbahce. He missed his second shot, but the rebound caromed out-of-bounds off an Anadolu Efes player. Antic was pumped.

Maybe a little too pumped.

Ouch.

That was Nikola Kalinic, by the way, the guy Antic now owes dinner to. Kalinic would like the dinner more than the hug and kiss he got from Antic right after the play.

Also, Anadolu Efes held on to win 80-77.

(Hat tip to Ball Don’t Lie.)

James Harden helped recruit Lou Williams to Houston

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The Lakers had been shopping Lou Williams around in the run-up to the trade deadline, the only question was would they get a first-round pick for him. Rumors around the league say that Houston had offered them one weeks before, it was on the table, but the Jim Buss/Mitch Kupchak front office held their cards close and hoped a better deal would come through.

While all that was going on James Harden decided to ease the process and did a little recruiting calling up Williams, the sixth-man guard told Shams Charania of The Vertical at Yahoo Sports.

“When James called, he asked me if I was interested in playing with them,” Williams told The Vertical. “I told him that I loved the Lakers, but James and them have a group that fit my personality, fit how I play. He said he was going to make it happen.”

Williams then laughed, sitting on the edge of a visiting court following a recent practice. “I’ve heard that before, so I didn’t really put stock into it,” Williams told The Vertical. “I guess James did put the word in, and the team made it happen.”

We all know what happened, Jeanie Buss removed her brother and Kupchak a few days before the trade deadline, Magic Johnston stepped in, called around, and quickly pulled the trigger on a trade that sent Williams to Houston (the Lakers also got Corey Brewer). Williams has averaged 14.5 points per game and had some strong performances with the Rockets, although he’s still finding his groove with the team on the court. Still, he’s been an upgrade for the Rockets’ bench.

Harden knew he would be, so he did his part to make sure it happened.

Take a look back at just how great Shaq was with the Lakers (VIDEO)

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Shaquille O’Neal was as dominant a force as the NBA has ever seen.

His peak years came with the Lakers, when paired with Kobe Bryant one the court — and Phil Jackson manipulating both of them — they won three titles (and arguably would have had more if they stayed together). Those Lakers teams were one of the NBA’s great teams.

Friday night, the Lakers unveil Shaq’s statue at Staples Center. Take a look back at some of Shaq’s Lakers highlights.