Be The Adult in the Room: IR Discipline During Stock Spikes
The gold market gave us a textbook case study this month. Prices surged to fresh highs on geopolitical tension - then, just as quickly, retraced as positioning unwound.
For investor relations teams, moves like this are where credibility is either built or lost. When a stock is moving faster than the business itself, communication discipline matters more than enthusiasm.
Don’t Chase the Tape: A sharp rise can feel like validation, but it isn’t a press release. Resist the urge to issue commentary that implies you “caused” the move or that today’s price reflects new intrinsic value.
Anchor to Fundamentals: Extraordinary moves demand ordinary language. Bring the conversation back to what you actually know: production, backlog, cash runway, milestones, and risks. Now is not the time to offer fluff.
Avoid Selective Storytelling: Highlighting only the positives during a spike - and going silent during a drop - erodes trust. Consistency beats spin. Investors remember who stayed measured when the chart didn’t.
Extraordinary stock events are inevitable. The companies that navigate them well don’t sound louder - they sound steadier. IR’s job isn’t to amplify volatility, it’s to be the adult in the room while the market has its moment.
