Quarterly earnings reports are more than financial disclosures—they’re powerful storytelling opportunities. Whether a company is announcing impressive revenue or addressing a challenging quarter, how the news is framed can shape investor sentiment, media coverage, and public perception.
PR and strategic communications play a crucial role in translating complex financial data into a compelling story that resonates with stakeholders. Rather than simply releasing earnings and holding an analyst call, effective PR ensures the company’s corporate narrative is clear, comprehensive, and aligned with its business objectives.
Key Strategies to Consider
Workshop the Narrative Early
Well ahead of earnings day (ideally approximately 4 weeks beforehand), PR teams should start working closely with investor relations and executive leadership to determine the key takeaways and messages we want the investor community and overarching business landscape to understand and recognize about the company. The results are only part of this; what kind of story are the numbers telling? Are you highlighting growth in a specific market? Reinforcing stability in uncertain times? Crafting a clear and proactive narrative ensures you control the message rather than letting others shape it for you.
Craft a Compelling Press Release
While earnings releases must meet SEC requirements, the press release should go beyond the numbers—explaining performance, highlighting growth drivers or challenges, and showcasing milestones. Leadership quotes should reinforce confidence and align with the broader narrative.
Prepare for Tough Questions
Whether your numbers tell an overwhelmingly positive story or not, companies should work closely with PR/comms to build out anticipated questions and prepare clear, confident messaging that provides context and reassures stakeholders. Think big! Especially in today’s volatile landscape, proper preparation involves understanding how your company fits into the global context and considering how macroeconomic factors influenced your performance or could impact it in the future. Being ready with tough FAQs and key messages sets you up for success.
If the Time is Right, Engage Media
PR should collaborate with Investor Relations early to determine if it’s the right time to pitch media. Not all media outlets will cover earnings the same way (or at all), but quarterly updates offer a “news hook” to maximize PR opportunities. Keep these key considerations in mind:
- Media Spokesperson: Typically, the CEO—and sometimes the CFO—provides insight. Input from executives often helps shape more detailed coverage.
- Media Outlets: Depending on the quarter and market conditions, you may choose a broad or selective approach. A strong strategy will assess the landscape and recommend the best course.
- Top business press offers in-depth coverage of earnings, especially for large public companies, focusing on financial performance, market impact, and industry position.
- Business broadcast shows such as CNBC, Bloomberg, Fox Business, Yahoo! Finance, and Schwab Network provide high-visibility platforms to discuss company performance, guidance, and macroeconomic factors. As with any media engagement, spokespeople must be thoroughly prepared for anything that may arise during live on-air segments.
- Industry trade publications are vital for companies in niche sectors, covering how earnings relate to market trends, product launches, and sector performance.
- Local press may focus on how a company’s earnings impact the community, including job creation, investments, or partnerships.
- Financial investor sites help generate buzz with retail investors, focusing on earnings forecasts, guidance, and growth prospects.
- Effective Media Pitches: Outreach shouldn’t focus on just reporting the numbers. The best pitches craft a narrative that gives the earnings report context. Why does this quarter matter? How does it position the company for future success? Are there any notable disruptions or challenges? Building a comprehensive story around the report gives journalists more material to work with.
Don’t Forget About Owned Channels
Earnings announcements shouldn’t live only in press releases. Use blog posts, social media, and company newsletters to break down key highlights, share executive insights, and engage directly with employees, customers, and investors.
Financial reporting season is often crowded, making it tough to capture media attention. Building in time for a strategic approach and connecting with reporters early gives them the opportunity—and incentive—to cover your story.
Remember: Quarterly earnings reports should reflect a company’s vision, strategy, and resilience. When PR works closely with key stakeholders, it ensures the financial story is not just heard but clearly understood. A proactive, forward-looking approach helps maximize impact and build lasting credibility with important audiences.
