I call it public relations, and clearly a natural phenomenon.

In fact, I believe it is fundamental premise of public relations. Especially when it deals with sheer survival of organization by successfully altering perceptions and, hence, behaviors of certain groups of people important to success of that organization.

Because public relations problems are usually defined by what people THINK about a set of facts, versus truth of matter, we are well-advised to focus on that fundamental premise.

Does it become any less of a phenomenon as it works its magic in real world?

No. Instead, it is degree of human behavioral change it produces – through quality planning – that defines success or failure of a public relations program.

In my experience, there is broad agreement that people really do act on THEIR perception of facts, and that how they react to those facts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if follow-on behaviors are to help achieve organization’s goal and objectives.

In end, a sound public relations strategy combined with effective communications tactics leads directly to bottom line – perceptions altered, behaviors modified, client/employer satisfied. In other words, when those changes in perception and behaviors clearly meet original behavior modification goal set at beginning of program, public relations effort is successful.

So, what comes first? I believe acceptance that individual perception of facts is guiding light leading to behavioral change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.

I asked myself some time ago, why am I working in public relations anyway? The answers only strengthened my conviction.

This terminology can be quite confusing, especially when these terms are often used interchangeably, sometimes to mean same thing, sometimes to mean something different.

Below are some definitions that should clear up any confusion, followed by some tips and strategies on how best to deal with recommendation letters.

LETTERS OF RECOMMENDATION

Employment-Related Also called a recommendation letter, it is an employment- related letter that is specifically requested by person letter is being written about. Such a letter is normally positive in nature, and written by someone who knows subject well enough to comment on skills, abilities, and specific work attributes of that person.

Typically, an employment-related recommendation letter conveys one person's view of work performance and general workplace demeanor of a person that has worked under their direct supervision. The requestor of letter normally requires it when applying for a promotion or a new job.

These letters are usually addressed to a specific person to whom requestor has been asked to submit letter.

Graduate School Related Another situation where recommendation letters are a common requirement is for entry into post-graduate programs at a college or university. Graduate programs often require two or more letters of recommendation as part of program admission requirements.

Normally these graduate program recommendation letters are written at request of program applicant by poeple who are familiar with their academic career to-date, and their future education and career aspirations. These people could include: school faculty members, administrators, academic supervisors, and/or employers.

These letters are always addressed to a specific person and are normally included as part of program admission application.

LETTERS OF REFERENCE

These are more general letters that are often requested by employees when they leave employ of an organization. Normally factual in nature, they are usually addressed, "to whom it may concern" and provide basic information such as: work history, dates of employment, positions held, academic credentials, etc.

Reference letters sometimes contain a general statement (as long as a positive one can be made), about employee's work record with company that they are leaving. Employees often submit these letters with job applications in hope that letter will reflect favorably on their chances for new position.

Character reference letters are sometimes required by employers when hiring individuals to perform personal or residential services such as child care, domestic services, etc. These letters are usually drafted by a former employer and deal with such characteristics as honesty, dependability and work ethic/performance.

COMMENDATION LETTERS