Damian Lillard surprised us all this summer when he shockingly started tweeting out new destinations for media members as they changed jobs. It was a twist on the typical script, which would normally see journalists break news about athletes.
It was a fun moment on social media, and most people sort of shrugged it off as Lillard reporting information fed to him by members of the media who could be considered his friends.
Left unsaid was the place Lillard’s newsbreaking had with regard to the natural opposition some NBA players feel toward the media. No doubt Lillard getting to break some news instead of having news broken about him gave him some kind of satisfaction. While speaking to The Athletic’s Sam Amick this week, Lillard said as much.
Via The Athletic:
It was just a case of putting the shoe on the other foot. I think there’s a lot of stuff that we go through as players, or a story might come out that might have a little bit of truth, but somebody adds (to it) or put their own spin on it or whatever. We don’t have a chance to say, ‘No, I don’t want that to get out. Yeah, it happened, or yeah that’s accurate but I don’t really want that story to be told at the moment. I don’t want to have to deal with that right now. Our situation is just not considered a lot of times.
I’m just basically showing you how it feels to be vulnerable, I guess, or to be at somebody else’s mercy about something that you might not want out.
… It’s almost like anybody can report anything now. I’m not a journalist, I’ve never done this before, but all of a sudden I can report something and it’s fair game, you know what I’m saying? Why is that even respected? Now if it was CJ, that’s one thing, he went to school for journalism, and he does that. He does podcasts, and he writes articles and things like that. I don’t, so that was part of it. Anybody can drop this information.
Lillard isn’t exactly wrong here. Modern journalism is so skewed from what it once was, it’s hard for those in the industry to even keep track of who is reliable and who is not. The availability of social media and mobile audio and visual capture means that just about every citizen can relay first-hand information quickly. And while it’s a bit of a stretch for Lillard to say that his teammate CJ McCollum is more journalistically reliable than he is, the Blazers star seemingly becoming frustrated with the idea of journalism-as-horsetrading strikes home.
As professional sports across the world have grown in value, and truly become multibillion-dollar businesses, so too has the public relations aspect of professional sports. Beat reporters no longer fly on team planes, and everyone from the athletes to the teams and the agents want to try to control the message. That has driven a wedge between sports journalists and athletes in today’s coverage.
Even Lillard’s description of his reason for dropping his information came, in part, from a stated desire for better public relations management. That is, that stories often are not narrowed to information the athlete wants available, and may come at inconventient time for athletes.
Of course, “I don’t really want that story to be told at the moment” isn’t a good reason not to publish something. That’s what delineates journalists from public relations. But in an era where high-powered media entities wield power with information that is, altruistically, perhaps more trivial than necessary, it seems possible that the pillar on which journalistic ethics once stood has slowly begun to erode. If that’s the case, it’s reasonable to think there are times which you can’t blame players on being upset with writers.
Who knows if Lillard will continue to dip his toes in the news breaking pool? The season is not far away, and he’s probably too busy working out.