Sport-Book on how coaches deal with the media up for honours

LONDON, April 23 : Eddie Jones saw every press conference as an opportunity, while Roy Hodgson could barely hide his disdain for journalists, and a fascinating insight into how coaches deal with the media has been shortlisted for the Sports Entertainment Book Of The Year.

    "On the Record & On the Ball - How Elite Coaches Master the Media", published by Fairfield Books is the work of Tim Percival, Communications Lead with the England Rugby team, and the product of his two decades working in media relations in elite sport.

It is partly a handbook for coaches and players while also giving media professionals a different perspective on the people they spend their lives chasing and is packed with anecdotes from a range of sports and personalities.

"One of the reasons I wanted to write the book was to help coaches and the sports media understand each other better, as there can often be friction between them," Percival told Reuters in an interview.

    "I think anyone with an interest in how top-level sport works should find it interesting. It offers a look behind the curtain, which people always find intriguing. I also believe it’s a very good book for journalism and communications students.”

    If anyone recognised the psychological opportunity of a press conference, it was former England rugby coach Jones, who was a master of delivering a point he wanted to make, particularly if he wanted to bury another. Even the most cynical journalists loved him as he invariably provided colour.

Percival saw the Australian up close and personal for nearly three years at England's RFU and quotes his former colleague in the book: "Around the world, apart from probably New Zealand, rugby is fighting for recognition, so I think the national