Nasdaq plunges, but pros keep quiet

NEW YORK: Nasdaq’s policy of not commenting on price levels finally paid dividends last week.

NEW YORK: Nasdaq’s policy of not commenting on price levels finally paid dividends last week.

NEW YORK: Nasdaq’s policy of not commenting on price levels finally

paid dividends last week.



In the past, the rule seemed to put the company’s PR pros at a

disadvantage, as they were unable to trumpet the exchange’s huge

increases. But following the wild fluctuations of last Monday and

Tuesday - including a 574-point midday plunge - the company was more

than happy to comment on little more than trading volume levels.



’Most journalists already knew our policy and were very apologetic when

they had to ask anyway,’ said Andrew MacMillan, SVP of corporate

communications at Nasdaq parent NASD. ’We just steered them in the right

direction, mostly to analysts.’



Still, Nasdaq PR pros weren’t exactly sitting on their hands. Most

significant among the media hits the company garnered were NASD

president Richard Ketchum’s appearance on CNN’s Moneyline News Hour and

his interview for a front-page Wall Street Journal story.



The company maintained its sense of humor throughout the crisis: when

MacMillan discussed the events with vacationing director of media

operations Scott Petersen, he quipped ’Wish you were here.’



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