The weekend press made much of Morgan Stanley’s 10.5% share price fall on Friday.The firm declined comment, citing the ‘quiet period’ before its forthcoming results. This didn’t stop the media from airing multiple explanations for the drop. Apart from nudging the media unofficially towards favorable analyst reports, often the best strategy for a company is to sit tight. The priority is to avoid setting a precedent whereby the firm is expected to respond to daily market sentiment and rumors. News cycles inevitably move on. By Sunday, Bank of America was the NY Times lead on its business page.
The PR Verdict: “A” for Morgan Stanley. Making no official comment is the more sustainable long term strategy.