THE golfing star Natalie Gulbis recently joined the microblogging site Twitter, where she gives the public frequent updates of her life in short text messages, or tweets. First, though, there had to be a meeting between her media consultant, Kathleen Hessert, and other advisers.
“I had to talk her management team into it,” recalls Ms. Hessert, whose company, Sports Media Challenge, represents athletes and professional teams.
Deciding to join a service devoted to spontaneous, often spectacularly mundane updates throughout the day apparently was something to be thought out carefully. Ms. Gulbis and her team were concerned about who would be reading what she writes on Twitter and what they would do with the information.