Packed with revealing anecdotes, Percival explores the often complex relationship between the media and top-level sport, providing expert guidance on themes such as leaks, mind games and how to handle criticism. The book covers all the crucial aspects of dealing with the media in its increasingly numerous forms - the tactics to employ, interview strategies and the importance of building relationships. This is a reference book for every professional sports coach and for leaders in other industries, but it is much more than a self-help management guide. Written in an accessible style and full of compelling content from its star-studded cast of interviewees, it will appeal to every sports fan. Using the extensive contacts list he has built up whilst working in sports communications and marketing roles over the last 20 years, Percival has conducted exclusive interviews with 27 top coaches across ten different sports including ex-Tottenham manager Ange Postecoglou, McLaren Formula 1 boss Zak Brown and ex-Wales rugby union coach Warren Gatland. Renowned sports journalists, broadcasters and performance psychologists also have their say, offering a range of alternative perspectives. The result is an in-depth and unique insight into sports media communications.