But that's not to say that companies should do nothing. Professor Young says those companies that have built credibility with the markets in the good times are in a much better position to get their message across when a crisis hits.
"If you have a good reputation with investors and analysts you have an opportunity to do something effective. And it is often in troubled times that the investment a company makes in IR really pays off," Young says.
So what can be done when market conditions get choppy? The key to managing and maintaining a share price in volatile times is to have a one or two core messages that will provide assurance to investors, says Harper.
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