How to Outsmart a Short Seller Before They Wreck Your Company
In an era of market volatility and rising activist pressure, short seller attacks have emerged as one of the most disruptive threats to public companies. These ambushes—engineered to undermine confidence, tank stock prices, and force corporate action—are catching many unprepared. A powerful roundtable hosted by Gottfried Shareholder Advisory, LLC and CommPRO is offering a rare window into how companies can fight back—and win.
At the helm of the discussion is Keith E. Gottfried, CEO of Gottfried Shareholder Advisory LLC, one of the country’s most respected advisors in shareholder activism defense. With over three decades of experience, Gottfried has seen the playbook evolve from quiet backchannel disputes to high-stakes, publicly orchestrated attacks. His message is clear: “Preparation is everything. You either control the narrative, or it controls you.”
Joining Gottfried is Bryan M. Armstrong, CFA, Senior Managing Director at FTI Consulting and head of its financial communications practice for the Americas. Armstrong’s deep capital markets expertise and experience advising on major IPOs, M&A, and ESG strategy gives him a unique vantage point: “Short sellers exploit weakness in communications just as much as they do in balance sheets. It’s not just about the numbers—it’s about the story you tell.”
Alyssa Barry, CPIR, President of Alliance Advisors Investor Relations, adds the investor relations perspective, having led billion-dollar capital raises and high-profile activism campaigns. “Boards that ignore investor engagement until after a crisis are making a critical mistake,” Barry notes. “Today’s shareholders demand transparency, consistency, and credibility—especially in a storm.”
From the intelligence side comes Brendan M. Foo, Partner and Global Head of Corporate Contests at Forward Global. Foo has advised on more than 75 proxy contests and hostile defenses—often from both sides of the battle. His global background and expertise in high-stakes intelligence work make him a formidable force in identifying vulnerabilities before they’re exploited. “Winning starts before the first public volley. Intelligence is your firewall,” Foo emphasizes.
Together, these panelists will arm attendees with:
Proactive strategies to mitigate risk and exposure
Real-world frameworks for coordinated crisis response
Insights into short seller psychology and tactics
Tips to unify legal, IR, comms, and boardroom strategies
And most importantly, a checklist of what not to do when under fire
The session is especially vital for communications executives, investor relations professionals, and legal advisors looking to strengthen their preparedness in an increasingly adversarial landscape.
Registration is free, and the insights shared could be invaluable—possibly the difference between surviving an attack and becoming its next cautionary tale.
