You'll find lots of providers in the business history field, from custom publishers to retired professors. How can you select the right one for your unique requirements and get the best marketing value for your investment?

As you evaluate, ask these important questions:

1. "Do your strengths fit our needs?" Some suppliers have academic roots. That's great if you want a PhD-style slant. Others specialize in archiving and event planning. But you may not need or want those services, especially on a large scale. When a vendor's strengths match your culture, the entire process goes more smoothly.
   
   
2. "Do your business histories follow a pre-determined format?" Your history is unique. It deserves unique treatment. Tip: Look at a publisher's titles and layouts. Using a cookie-cutter template and virtually the same title for every project makes the vendor's job easier — but it shortchanges you.
   
   
3. "Who will research and write our story?" Make sure you don't get stuck with a grad student or junior staffer. You want someone who knows corporate communications and the business world: an expert who will ask the right questions, connect the insights, and shape the pieces of your story into a readable whole. Great corporate histories come from a single writer, not a committee.
   
   
4. "How do you handle interviews?" At some firms, students and interns do the interviews piecemeal. The results are cobbled together back at the home office. Beware: some suppliers even use generic questionnaires. Insist on in-depth oral history sessions — they make the difference in capturing your company's personality and values.
   
   
5. "Can you unbundle your services?" Most suppliers offer one-stop shopping. Many insist on it. But maybe you have the expertise to handle some parts of your company history project in-house or through an agency already on retainer. The economics are clear: when the publisher is flexible, you save money.
   
   
6. "Will your top people stay directly involved throughout?" Typically, you'll talk and meet with company principals at the start. But their ongoing involvement may be a different story. Be sure you can count on open lines of communication at every step.
   
   
7. "Can we call CEOs and others at the companies you've dealt with?" You're making a sizable investment. A good supplier will encourage due diligence.
   
   
8. "Will we be able to sell our book or DVD on Amazon?" Yes, if your supplier takes care of the technical details that qualify it for online distribution. Some tricky rules apply here. A background in printing or teaching isn't enough — has your supplier actually worked in the publishing profession?
   
   
9. "Have we explored all the possibilities?" An effective corporate history can (and should) support your overall marketing strategy. What messages do you want to convey? A good supplier brainstorms the possibilities with your team up front, laying the groundwork that will turn your history into an ongoing resource.
   
   

   Copyright © 2008 Marian Calabro. Organizations are welcome to reprint this article in any medium with prior written permission from CorporateHistory.net.