Am I the only one that has no idea what in the hell this guy is talking about? There is not a single specific in the entire article.

"I got a phone call about some bad stuff happening, so we talked to someone, but it wasn't tweeted, so everything was cool."

The point of the article is to highlight how the nature of press relies more on Twitter these days. The anti Streisand effect advice is interesting.

If you don't use specifics, nobody will understand your blog posts.

But twitter is still pretty stupid, right?

In that case, I must not really exist.

tl;dr: Don't provoke the storm if looks like it might pass you by without raining on you.

Quite a difficult piece of writing to follow actually, lots of we/our/their/the company/they ambiguity.

the tl;dr is a fair summary.