Good analysis of Twitter's IPO announcement. However, not all of us always recommend our organizations "make a big splash." That's a good way to disappoint senior management when the big splash turns into a dud. Instead of a press conference to announce something, for example, host a reception that can stand on its own, and invite the media to attend based on the news you are announcing. It's a good way to manage expectations, which is half the battle most days.
The Tweet Heard ‘Round the World: Twitter’s IPO Announcement (A PR ‘Masterstroke’)