LeBron James knows his responsibility to sports journalism as Erin Popovich question shows

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LeBron James, as much as any professional athlete today, understands the complex dynamics of the modern media landscape.

He knows the mission of print media, online media, TV media and social media and the role they each play in how he disseminates a message and how fans consume media.

He even runs his own online media platform called UNINTERRUPTED, where following Cleveland’s victory over Indiana in Game 2 Wednesday, he defended TNT reporter Allie LaForce’s decision to ask him about the death of Erin Popovich, the wife of San Antonio coach Gregg Popovich, on the court immediately after the game.

“A lot of people feel like I was blindsided,” James said in a short video posted on UNINTERRUPTED on his way home after the game. “That is absolutely false. Allie LaForce told me that she was going to ask me the question and if it was OK.”

Once James learned social media was criticizing LaForce, he felt it was important to clarify the situation, a person with direct knowledge of James’ thinking on the issue told Paste BN Sports. The person requested anonymity because he was not authorized to discuss the topic publicly.

James said once LaForce asked the question on air he was overcome by emotion. While never having been on the same NBA team, James and Popovich have deep admiration for each other.

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James didn’t have an issue with the question because he knows that’s LaForce’s job and had LaForce not alerted James before they went on air, it would have had the potential for a disastrous TV moment.

For an NBA superstar, James is available to the media on a regular basis, more so than less known NBA players. On game days, he talks with reporters twice – one at the morning shootaround and then following the game, and he is often available on off days. If he wanted, he could be a lot less available to the media.

He is also cognizant of a reporter’s need for proprietary information, and if a reporter has a relationship with James, he is willing to give his time in one-on-one interviews. This has happened routinely over the years with reporters, myself included.

When I needed James to talk for a few minutes about a Martin Luther King Jr. story earlier this season, he answered in the locker room following a horrible road loss to Toronto.

I’ve seen him do this with other reporters whether it’s a local reporter or a national reporter. If ESPN’s Doris Burke is in town to call a Cavs game on TV, James will spend a few minutes with her. If Jason Lloyd of Cleveland’s The Athletic site needs a few one-on-one minutes, James is available. Same for Cleveland.com’s Joe Vardon and ESPN’s Dave McMenamin or Bleacher Report’s Howard Beck.

He respects sports journalism and its role in telling his story. When James uses UNINTERRUPTED, it's to enhance his story, not circumvent traditional news outlets. 

He also understands the power of his own platforms – on Twitter, Instagram and UNINTERRUPTED. Go back six years to 2012 shortly after Trayvon Martin was shot and killed in Sanford, Fla. James and his then-Miami Heat teammates posed for a photo wearing hoodies. James posted the photo on Twitter with the words “#WeAreTrayvonMarting #hoodies #Stereotyped #WeWantJustice”

James has criticized President Trump, writing on Twitter, “U Bum. @StephenCurry30 already said he ain’t going. So therefore ain’t no invite. Going to the White House was a great honor until you showed up!” It was a response to Trump saying he rescinded his invite to the champion Golden State Warriors for a visit. The message, once again, was pointed.

Wednesday night was a perfect example of James utilizing all forms of media. He handled his traditional media responsibilities following the game, and then used UNINTERRUPTED to provide additional context on the on-air interview. During the playoffs, James is usually on a self-imposed social media hiatus, but in this instance, he knows his message is more valuable than silence. 

Follow Paste BN Sports' Jeff Zillgitt on Twitter.