Corporate Histories, Part II

Corporate histories are different from traditional historical narratives. Because corporate histories are public relations vehicles, expect to find stories that are current or even forward-looking included alongside stories of the past. This juxtaposition of past and future allows the reader of a corporate history to insert him or herself right into the narrative, right into the story with which he or she is most familiar: the company of today.

Who is the audience for a corporate history? The answer depends upon the company producing the history and what goals are trying to be achieved through publication. One of the first things management needs to determine once it decides to produce a corporate history is audience. For whom will the history be produced?

Nearly as important to the process as defining audience, is for management to determine the goal of the history. Should the corporate history generate “buy-in” among stakeholders for a strategic shift? Should the corporate history inform new communities who aren’t yet familiar with the company? Should the corporate history thank employees for faithful service or for enduring difficult challenges? Should the corporate history build brand awareness? Should it build unity among diverse employee groups or markets? A corporate history, an effective one, will serve a greater role than merely celebrating the past. Each company will define its goals differently.