What you need to do is gently snip out the seed pod with a pair of scissors taking great care to avoid cutting any of the new growth at the same time. It is best to do this as soon as the flowers are over. If the seed head breaks off easily in your fingers no seed is being set so you are wasting your time and you can move on to another plant. You can very easily prove the effectiveness of what you have done as those twigs without a seed pod on them will produce double the amount of new growth as those which still have the seed pod present.
This is quite simple as far as smellies are concerned - DON'T! As has been explained already you will not improve the shape of the erect growing smellies by pruning as they simply re-grow a leader. Even more to the point is the simple fact that rhododendrons with smooth or peeling bark seldom if ever reshoot after having been pruned.
Generally Rhododendrons should not be pruned.
However there are some exceptions to the rule!
How to collect, store and plant woody shrub and tree seeds
Further reading on the Caerhays website:-
Rhododendrons in Old Park, Caerhays
Further reading and images in the Caerhays Garden Diary - Rhododendrons