‘D-Will’ tries cutting out the middle man

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Originally published in The Chicago Daily Law Bulletin on January 15, 2013.

Positive press is not always guaranteed, even for marquee players covered widely in both the regional and national sports media. That’s why Brooklyn Nets point guard Deron Williams has his own press corps — a credentialed reporter that attends just about every Nets home game. Unlike the other sports writers at Nets games, however, this reporter doesn’t file his stories with national print or online publications like Sports Illustrated or ESPN.com. He’s not at the Nets games to cover the team and he doesn’t write in depth about other Nets players.

Instead, Devon Jeffreys, the content coordinator for the digital branding agency Athlete Interactive, attends Nets games as a member of the media for the sole purpose of writing game stories, features and other articles that focus almost exclusively on “D-Will,” as Williams is known to fans. And as Jeffreys’ press credentials indicate, the stories he writes gets published on Williams’ own website, DeronWilliams.com, which was created and is maintained by Jeffreys’ employer.

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