When looking at Scott and Seitel's opinions on writing effectively the two do have many similarities. However, the two authors differ on several subjects relating to writing in the public relations field. By studying the two opinions, one can understand the entire picture of writing more effectively and reconcile the differences between the two.
The first difference arises on the subject of releasing news releases. The way Seitel described News releases, he seemed to believe that news releases should only revolve around large newsworthy events such as impact, oddity, and conflict. Scott on the other hand believes in finding good reasons to send releases all the time. The middle ground between the two ideas is not releasing enough that the messages get perceived as spam, while maintaining items that are worthy of news quality.
A second difference that arises in that Seitel is very focused on writing for eye when writing articles and Scott seem to advocate using more media rich content rather than putting the content into writing. Basically, Scott likes to include videos, links to blogs, or ebooks to promote further interaction, and Seitel likes to get all the facts that people know on one article. Combining the two options would be a good way to bridge the gap. Providing what needs to be stated in an article with the option to explore additional content through links.
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