3 strategies to increase news coverage and influence stock prices

Posted in IRMatters

News coverage

  • Find out how news coverage can sway investor sentiment and drive stock prices.
  • Employ practical approaches to enhance your media visibility, such as proactive media outreach.
  • Shape the narrative around your brand through clever moves like thought leadership.


Prices fluctuate at the blink of an eye in fast-paced financial markets. But there exists a powerful force that can sway investor sentiment and drive stock prices - news coverage. The volume and tone of news surrounding a company can have a profound impact on its stock prices, according to a study. 


News coverage serves as a window into the inner workings of a business, offering insights into its performance, prospects, and potential challenges. Positive news, such as strong earnings reports, product launches, or strategic partnerships, tends to bolster investor confidence, moving demand for the company's stock and pushing its prices higher. Conversely, negative news, such as regulatory investigations, management shake-ups, or poor financial results, can erode investor trust and prompt sell-offs, causing stock prices to plummet. 

  • Investor perceptions and sentiment

One of the key ways in which news coverage influences stock prices is through its effect on investor perceptions and sentiment. These days information spreads rapidly across various media platforms, including financial news websites, social media channels, and investment forums. As news articles, social media posts, and online discussions circulate, they shape investors' views of a company and its prospects. Positive coverage can create a sense of optimism and excitement, attracting more investors to buy the stock and pushing up its price. In contrast, negative coverage can sow doubt and fear, prompting investors to sell their shares and causing the stock price to decline. 

Media outreachPositive coverage can create a sense of optimism and push up stock price.

  • News frequency and prominence

The frequency and prominence of news coverage also play a crucial role in determining its bearing on stock prices. Businesses that attract extensive media attention, whether due to their size, industry, or current events, are more likely to experience pronounced fluctuations in their stock prices in response to news coverage. For instance, large-cap technology companies like Apple or Google often dominate headlines, and any news related to them can trigger significant movements in their stock prices. On the other hand, smaller establishments with lower visibility may see less immediate effect from news coverage, but it can still shape investor sentiment over time. 

  • Tone and credibility of news coverage

Moreover, the tone and credibility of news coverage can further magnify its significance on stock prices. Positive coverage from reputable sources can enhance a firm’s reputation and credibility, instilling confidence in investors and pushing demand for its stock. On the flip side, negative coverage or rumours from unreliable sources can fuel uncertainty and panic, leading to a sharp decline in the company's stock price. 


Understanding this dynamic, companies are constantly seeking ways to amplify their presence in the media, where every headline can spark a reaction. Savvy corporations employ practical approaches to enhance their media visibility and shape the narrative around their brand. Consider these strategies for your business too: 

1. Proactive media outreach and public relations campaigns

One of the most direct ways for your business to increase news coverage is through proactive engagement with the media. Establishing strong relationships with journalists and media outlets covering your industry can ensure that your central messages and developments receive ample coverage.

Press releases, media pitches, and exclusive video interviews serve as valuable tools to capture media attention and convey your venture's story. Additionally, hosting press events, participating in industry conferences, and leveraging social media platforms can further expand your company's visibility and attract media interest.

NewsVideo interviews catch media attention and convey your group's story.

2. Thought leadership and expertise sharing

Positioning your top executives and subject matter experts as thought leaders in your field is another effective strategy to garner media attention. Regularly publishing insightful articles, whitepapers, or research reports on industry trends and best practices will enable your company to showcase your expertise and attract the interest of journalists seeking expert commentary.

Contributing expert insights to news stories, participating in panel discussions, and offering thought-provoking commentary can further elevate your company's profile in the media. Becoming a go-to source for industry-related news and commentary increase your organisation’s chances of being covered in the media. 

3. Strategic partnerships and collaborations

Collaborating with other companies, industry associations, or non-profit organisations on strategic initiatives can also generate news coverage and raise your enterprise’s visibility. Announcing partnerships or collaborations through press releases and media briefings grabs the attention of journalists and industry stakeholders, leading to positive news coverage.

Strategic partnerships with well-known brands or influential organisations can lend credibility and prestige to your operation. This will attract media interest and enhance your reputation in the marketplace.

Media coverageNews coverage raises your business's visibility.

Crank up your news coverage

Maximising media visibility is essential for companies seeking to thrive in the marketplace. Proactive media outreach, thought leadership, and strategic partnerships are primary tactics for your business to increase your news coverage and affect investor sentiment. Leveraging these approaches enables your group to enhance your visibility in the media, shape the narrative around your brand, and ultimately impact your stock prices.

Help is at hand

Boost your news coverage with a Proactive media pack, including articles and video interviews of your top executives. We can also help deliver your news straight to investor inboxes with the IRM Newsroom. 

Get more details today on +61 2 8705 5444 or clientrelations@irmau.com.