Ann: Change in Substantial Shareholding - F Richmond, page-16

Don't think it's a matter of PR personally. They had a nice, shiny investor presentation just a couple of weeks back.
Seems to be a pretty typical reaction for small cap companies - good news gets you an initial spike and then the price slides back.
That will eventually change, in my view, once CNW keeps delivering quarters like, or better than, the last one. Consistent profitability will push the share price up and keep it there.
I'm reminded of the old Benjamin Graham adage, that in the short run the market is a voting machine, but in the long run it's a weighing machine. I'm happy to wait for the weighing machine to kick into operation on this one.