It depends on which form of EMH you're considering as to provide a rationale.
Strong-form EMH could or would assert there's private information potentially changing hands that agents are acting on to cause the price movement.
Semi-strong form EMH would suggest all available public info (eg, the news you reference WRT IBM) is immediately incorporated into share price, nullifying any ability to extract a profit. The reality, as the other useuser noted in his/her response, is that this information is often incorporated imperfectly in practice, whether that be at a lag or in an overeaction at its release.