Get Ready for Earnings Season by Ken Mahoney

In the next couple of weeks, companies will be reporting earnings that ended Sept 30 We will find out from corporate America how revenues and profits were for the third quarter. The stock market has ‘run up’ and has had the best quarter in over 10 years. The question will be if companies will be able to show better profits to match the markets anticipation of better times ahead.

Why Companies Try to Shape Perceptions of Quarterly Results
Regardless of whether publicly traded corporations meet expectations, beat the street, or disappoint investors, the government requires them to report their quarterly earnings to shareholders and regulatory agencies.
Earnings season is the hectic period during which corporations release their quarterly earnings to the public. For most companies, this begins shortly after the last month of each quarter; as a result, these reports can profoundly influence the financial markets each October, January, April, and July.
In addition to their regulatory filings, many companies announce their earnings results through press releases, conference calls, and the Internet, rather than allowing stock analysts alone to share—and shape—the information. These quarterly reports typically include unaudited financial statements, a discussion of business conditions during the quarter, and some guidance about the company’s expectations for the near future.

Here is a look at how and why companies attempt to exert some influence over these announcements.

Control
Leaving analysts to search through quarterly financial statements and publish their findings and impressions might not result in a message the company is comfortable with. Although analysts typically have already weighed in with their forecasts of the company’s earnings, the company can help shape public and analyst perceptions by announcing its own earnings results, often emphasizing positive aspects of the report while downplaying the negatives.

Timing
Quarterly report due dates are usually set by the company’s fiscal calendar. A company can employ strategic timing by pre-announcing earnings results on a day of its choosing. When the news is good, the company may seek the maximum exposure. If it knows the earnings results are going to disappoint, the company may strive to bury the information by releasing the report when fewer people are watching for it or are distracted by other news. Otherwise, pre-announcement can help the firm put negative results in the past and move forward with corrective actions.

Publicity
There are thousands of publicly traded companies, so many of them will not capture the attention of the media or the general public. A surprising earnings announcement can help a company draw attention and gain valuable publicity.
Earnings can provide a key to understanding the performance of an individual company and the behavior of the stock market in general. However, it’s critical to be aware of some of the techniques companies use that could potentially influence public perceptions of their earnings results.