New United Motor Manufacturing, Inc.(NUMMI) is a joint venture between General Motors Corporation and Toyota Motor Corporation. NUMMI was established in Fremont, California in 1984 with the cooperation of an unlikely ally -- the United Auto Workers union. Throughout its history, NUMMI has worked hard to create a unique corporate culture that borrows from Toyota and General Motors. The company's core values are based on the five cornerstones of Teamwork, Equity, Involvement, Mutual trust and respect, and Safety. The organization's internal publics include workers, management and investors. Making certain that all three groups receive equal attention is part of what makes NUMMI as successful as it has been since the plant was opened. Identifying the company's external publics allows NUMMI to focus its limited and finite marketing and public relations budgets in areas that are likely to do the most good. Therefore, the reason it is important to identify internal publics is to help preserve the sense of teamwork and mutual respect that keeps the plant running as smoothly as it does. The reason to carefully and correctly identify the various external publics is to ensure that marketing and public relations expenditures are effective and impactful.
According to the NUMMI.com website online, some of the public relations tools and techniques that have been used by the company to identify and target internal customers include outside activities such as company picnics and company sponsored group activities intended to foster a sense of community. Recognizing its obligation to the community, NUMMI has strengthened its image in the community by activities including sponsoring service projects, company contributions to charitable organizations, vehicle donations to local community development organizations, sponsorship of local non-profit organizations through cash contributions and donations of used equipment such as c
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