Yes, such tactics are vital cogs in public relations problem solving sequence but, again, only as interim steps designed to alter target audience perceptions and behaviors.

Fact is, NO organization – business, non-profit or public sector – can succeed today unless behaviors of its most important audiences are in-sync with organization’s objectives. And that means public relations professionals must modify somebody’s behavior if they are to help hit employer/client’s objective and earn a paycheck. All else are but means to that end.

Once public relations’ natural phenomenon characteristics are understood, an action pathway begins to appear:

-- identify problem -- identify target audiences -- set public relations goal -- set public relations strategy -- prepare persuasive messages -- select and implement key communications tactics -- monitor progress -- and end-game? Meet behavior modification goal

And we get a bonus because we’re using a near-perfect public relations performance standard. I mean, how can you measure results of an activity more accurately than when you clearly achieve goal you set at beginning of that activity? You can’t. It’s pure success.

Of course, as we develop those interim tactical activities, we’ll be nurturing relationships between our target audiences and our employer/client’s business by burnishing reputation of organization, its service and products. We will do our best to persuade those target audiences to do what our employer/client wants them to do. And while seeking public understanding and acceptance of that employer/client, we’ll insure that our joint activities not only comply with law, but clearly serve public interest. Then, we will pull out all tactical stops to actually move those individuals to action. And our employer/client will be pleased that we have brought matters along to this point.

But when will that employer/client of ours be fully satisfied with public relations results we have produced? Only when our “reach, persuade and move-to-action” efforts have produced desired, visible modification in behaviors of those target audiences we, and they wish to influence.

In my view, this is fundamental premise of a natural phenomenon called public relations, and strategic context in which we must operate.

end

Bob Kelly, public relations counselor, was director of public relations for Pepsi-Cola Co.; AGM-Public Relations, Texaco Inc.; VP-Public Relations, Olin Corp.; VP-Public Relations, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net

EVALUATION LETTERS

These are usually detailed assessments of an employee's work performance as part of an organization's regular employee review process. Typically, they are written by employee's supervisor and are attached to individual's performance appraisal and placed on their personnel file.

RECOMMENDATION LETTER TIPS AND STRATEGIES

The following tips apply primarily to writing of recommendation letters and reference letters as defined above. (This list is summarized from "Instant Home Writing Kit").

1. Write It Only If You Want To If you are asked by someone to write a letter of recommendation about them, you don't have to say "yes" automatically. If it is someone you respect for their work, and you have mostly positive things to say about them, by all means write letter. There is no point saying "yes" and then writing a letter that says nothing good about person, or worse still, concocting a misleading positive assessment of someone.

2. If You Must Refuse, Do It Right Up Front On other hand, if someone asks you to write a letter of reference for them, and you know you will be hard-pressed to keep overall letter positive, say "no" right up front. No point in hesitating and leading them on to believe that answer might be "yes". A gentle but firm "no" will usually get message across to person. Explain that you don't think that you are best (or most qualified) person to do it.

3. Suggest Someone Else If you feel you should refuse, for whatever reason, it may be helpful for you to suggest someone else who you think might have a more positive and/or accurate assessment of person. They may also be in a better position to do assessment. Usually there are a number of possible candidates, and you may not in fact be best person.

4. Write It As You See It Writing a less than honest recommendation letter does no one a favor in end. It is likely to backfire on you, person being recommended, and new employer. Also, many employers and head-hunting agencies check references. How would you like to be called up and have to mislead people due to questionable things you may have written in a reference letter?

5. Be Honest, Fair, and Balanced Honesty is always best policy when it comes to writing recommendation letters. At same time, try to be fair and balanced in your approach. If in your estimation, a person has five strengths and one glaring weakness, but that weakness really bothers you, make sure you don't over- emphasize weak point in letter, based on your personal bias. Just mention it as a weakness and move on.

6. Balanced Is Best An overall balanced approach is likely best one for a letter of recommendation. Even if your letter generally raves about how excellent person is, some balance on other side of ledger will make it more credible. After all, nobody's perfect. There must be some area where person being recommended needs to improve. A bit of constructive criticism never hurts.

To see a fully-formatted "real-life template" of a letter of recommendation, click on following link:

http://www.writinghelp-central.com/recommendation-letter.html