Turnover at the CFO level creates a groundswell of disruption and uncertainty in the markets. A departure is often seen as a top risk and that can have a huge impact on everything from short-term share price to future capital raises. Within hours of receiving a CFO’s resignation or firing, management and the board of directors must create a content framework for positioning and key messages.

The markets move on unanticipated good news, not information it’s expecting. While that sounds mutually exclusive, it’s really not. It’s far better to hold off and time the news drop appropriately to gain as much exposure and bounce as possible. While no one should place an excessive reliance on forward-leaning statements, some investors may factor them in when calculating enterprise value.

Will positive corporate news change your stock story? That depends. If it hits the wires on, before or after a thermonuclear market meltdown, your stock price could rise or fall for no apparent reason other than market volatility. News today contagiously spills over across domains, influencing the general mood of investors and the market. That’s why media exposure may not always benefit a small cap stock.