The price of a share is going to fall on that day.

当天的股价会下跌

耶鲁公开课 - 金融市场课程节选

Now, they are hoping that the price doesn't fall because they're announcing it with news and,in a sense, issuing the stock dividend is just a way to make it dramatic.

他们希望股价不会下跌,因为他们是带着利好宣布的,换言之,发行股票股利只是想引人注目

耶鲁公开课 - 金融市场课程节选