Marketing, Advertising, and Public Relations
Marketing is the entire process of creating a product or service and distributing it to the external public. Advertising is product-related communications designed to convince customers to purchase the company's product or service. Public relations are designed to give both internal and external publics a good emotional and mental attitude toward the public so that they will be predisposed to marketing and other business interactions.
At its conception, The Saturn Co. was expert at developing a relationship between its marketing efforts and the perception of the company. By designing a management style which gave the employees both a say in the design and production of its cars and then carefully recruiting and training employees to participate in that management style, the company created an internal public that both made good customers and excellent salespeople. Then its advertising campaign capitalized on this internal public goodwill buy telling stories about the people who build the cars and initiating customers into the "family" with a photo album of buyers in each dealership and "birthday cards" and "thank-you notes". Their slogan of "A Different Kind of Car Company, A Different Kind of Car" served as much in a public relations capacity as it did in an advertising capacity.
Companies who take good care of their internal public relations through good employee benefits and proper training in the companies marketing efforts will have an easier time of advertising and public relations with the external publics. Customers give more credit to a story shared by "someone who works there" than to several advertisements.
Liljander, Veronica. "The Importance of Internal Relationship Marketing for External
Relationship Success". Relationship Marketing: Gaining Competitive Advantage
through Customer Satisfaction and Customer Retention, Springer Verlag: Berlin, 159
...