Scott's rules for media relations seem to focus solely on the Internet and activities within. Some of the rules include online media rooms, following journalists on Twitter to learn what interests the journalists, once you learn the interests you can send a pitch adhering to said interests, and he even covers blogging.
Seitel's rules seem to focus on the rules about dealing with journalists and reporters and the physical side of Public Relations. Scott focuses on the virtual side of PR-ing whereas Seitel addresses the person-to-person side. He addresses topics such as becoming a trusted source, talk when not "selling", don't try to buy a journalist, there is no standard-issue reporter, and a reporter is a reporter.
OK - you told me how they each have drawn up recommendations to deal with the media. How do they compare? Are different?
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