In this latest episode, Tim Percival, England Rugby's Men's Team Communications Lead and author of On the Record and On the Ball, shares insights from more than two decades working at the highest levels of sports communications.
Speaking to Chris Haynes and Abby Burton from the CIPR Sports Network, Tim reflects on his career journey to date, discussing how creativity, relationship building and resilience have shaped his approach, from his first agency role through to managing communications for England Rugby on the global stage.
The conversation looks at how the media landscape has evolved - particularly through the rise of social media and athlete-led content - and considers the opportunities and challenges this presents for sports organisations and athletes alike. Tim explains why effective communications is about much more than media relations, highlighting its role in building trust, supporting performance and helping coaches and athletes navigate intense public scrutiny.
Tim also discusses the inspiration behind his book, which examines how elite coaches master media engagement, sharing practical lessons on leadership, resilience and strategic thinking in what is a must-read for anyone working in sports communications.
Throughout the interview, he offers valuable advice for communications professionals at every stage of their careers, emphasising the importance of perspective, preparation and authentic relationships.
To watch the video, please click HERE
To listen to the podcast, please click HERE
Follow Tim on LinkedIn: https://www.linkedin.com/in/tim-percival/
For more information on Tim’s book, click HERE
