Yanks Media Relations Director Cringes at Social Media

Jason Zillo (photos: Sharlene Spingler)

Jason Zillo doesn't discourage Yankee players from using social media but he worries whether the pitfalls outweigh the benefits.

The New York Yankees Media Relations Director spoke to a group of PRSA-NY members yesterday afternoon in the Yankess press briefing room before the Yankees beat the Orioles 4-3.

Zillo noted how it's necessary to even keep up with what players in the Yankees farm system are saying on Twitter and Facebook.

The team has an extensive media training program. One part that's a big hit with players is Zillo's description of a blooper-like video which is mandatory viewing to see what to do and not to do with the media.

Zillo said players will forward him YouTube clips of particularly awkward moments they catch with other athletes that need to be in the montage so those gaffes are never repeated.

While most PR pros are constantly worried about getting attention for their clients, the situation is the exact opposite for Zillo and the Yankees. Media focus on the team is constant and unwavering even for routine, mid-week games.

Zillo did point out though that sometimes even he struggles to get a story out to the media. He mentioned how the work of Derek Jeter's Turn 2 Foundation would easily be overshadowed by writers just wanting to focus on his on-field performance, especially during his final season last year.

Interestingly, Zillo doesn't just want diehard Yankee fans working in media relations for him. He felt that those types might just be interested in getting close to the players and not really looking to work hard. "I had an intern who loved the Red Sox and did a great job," he explained

Zillo grew up a Cleveland Indians fan.

PRSA-NY member reception at the Yankees roof-top club.