Or, why you shouldn’t wait until your business anniversary to “do” your history.

Simply put, your history – especially if it’s a long one – can provide all kinds of excuses for special events, special offers, and – most importantly! – media coverage at any time, and not just on anniversaries.

When I research a business history, the real fun comes in finding the information AND thinking about how my client can “exploit” what I have discovered. Having the information is one thing, but what you DO with it is a whole other story.

PR professionals always think about 1) taking advantage of opportunities, and 2) creating opportunities. Your business’s history can help you do both.

Some examples:

• What do you know about your founder? When was his or her birthday? Is there a compelling story to tell, like rags to riches or hometown boy/girl makes good? You could devise an annual campaign around your founder’s birthday. Host a birthday party. Have a founder’s birthday special. Create an award in his/her name.  Have a life-size cardboard cut-out made.

• Does your company’s history connect you to communities you no longer serve directly? Where was your founder from, or his/her ancestors? Where did the first office open? By reconnecting with places, you will reach all kinds of new people who will take notice of the historical connection – and so will the media in those communities if you have a particularly wonderful reunion kind of story to tell.

• What about your business’s ties to military service, philanthropic giving, community or industry leadership, or membership organizations over the years. All of these kinds of connections provide an excuse for you get back in touch in strategic ways that will lead to a press release, a joint venture, or a charitable gift – in keeping with your business’s history, of course! You will be continuing a tradition, and people do like tradition.

Please hire a historian or researcher to dig into your company background. The information I am talking about goes far, far beyond knowing your founding year and your founder’s name.

Your past is probably rich with stories the media will eat up. Find out!