Irth didn't send the stock price anywhere. The business function of the actual business, growing revenues and one specific breakout quarter moved the stock price. A breakneck explosion of CBD excitement along with farm bill that didn't do what everyone thought it would - helped the SP along as well.
Communications functions within businesses can only talk about what the business does.
If the business does great, good. If the business does bad, like CVSI did last Q, then that's not good. And the air being let out of the Farm Bill this year also didn't help along with nationwide bad press about CBD.
Company comms functions take on the personality of the dominant figures in the C-Suite, usually the CEO.
Joe and the gang are set on performing and showing a calm, steady hand that executes after years of Monas running the show and their volatility and unprofessionalism.
Communication firms do not do anything other than reflect the business performance and the C-Suite psychology.
Stop blaming an outside vendor for stock price. It's not their fault - it's, as always the CEO and industry conditions primarily.
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