Communications is at a crossroads in Asia and the opportunities are limitless, but everybody is looking for a map.

Just last week, I was talking to the head of a multinational company and to a group of students from my class at the National Unversity of Singapore. They were asking the same basic question: how can you reach your audience when there are so many avenues available?

The manageing director wanted to know how much of his budget he should allocate to new media. The students wanted to know which medium to choose to get their message across.

Traditional print and broadcast or Web 2.0 and mobile? These are tools that make it easier for savvy public relations teams to achieve their goals and to match those goals to larger business objectives. PR professionals need to understand the tools and adopt those that make sense for their business or group.

Communications is still about knowing your organization, your industry and the world around you and creating real relationships with the media, the public, customers and colleagues. It’s still about communicating. It’s just about communicating more effectively.