PRWeek: Is there anything specific about the Nets as a basketball or sports organization that makes PR more important, or poses any challenges or opportunities?
Yormark: We're in a very competitive marketplace where there are nine pro sports teams. Business PR can be a differentiator and help you position yourself effectively in the marketplace. It's very much a strategic vehicle for us.
Typically, when you think about sports, you think about going to the sports pages. Our whole goal ...