At first, it may seem that the only PR pros The Last Season will interest are those that like basketball.
But a closer look at this well-paced book reveals much more.
Getting the perspective of a man so closely involved with one of 2004's major PR stories - that of Kobe Bryant - is fascinating. The Lakers' ex-coach is not shy about criticizing the superstar guard, but his comments are tempered with genuine concern.
On a more direct level, Jackson chronicles a handful of very public sagas the team faced during the 2003-04 season.
His recollections of various interactions with John Black, the Lakers' PR head, will certainly hit a nerve with PR pros, particularly because Jackson portrays Black in a less-than-flattering light.
The Last Season succeeds at showing the passion for both the game and his players that Jackson, long considered stoic, if not aloof, truly possesses. Moreover, this book stresses and illustrates how teamwork, sacrifice, and diligence, are all needed to succeed at the highest levels. That's a message everyone can benefit from.
Title The Last Season
Author Phil Jackson
Publisher Penguin Books (October 2004), 288 pages
Reviewed by Gideon Fidelzeid