It’s the corporate communicator’s biggest nightmare: the premature circulation of corporate results.
(There are probably only two types of communications professional working with publicly listed companies: those who have had this experience, and those who will. I have. It’s not good.)
Predictably, the market reacted on the premature results. The stock dropped. And while the numbers were accurate, they weren’t a surprise.
As commentator Scott Kessler or S&P Capital IQ says (go to today’s Sydney Morning Herald Business Day) the market seemed to forget that Google had updated it and warned about these significant restructuring charges associated with recent purchases.
Yet the market did forget.
I guess all we, as professional communicators, can do is to consider how the recipients might react (different from ‘will’ react or ‘should’ react). It’s an additional element to what we do.
And the recipients should take care with their reading and their analysis. Don’t react to an unapproved statement. The words in the statement might change.