Small cap companies are gearing up for their earnings calls, and a well-crafted narrative is crucial to cover key points of the quarter and maintain credibility. To effectively manage expectations, companies should focus on what they can control, structure a well-thought-out story, and engage in timely disclosure.

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.