Tagging, ping, social bookmarking and virtual worlds: new media can be overwhelming and communications teams already have a full-time job.

What’s important to remember is that the technology is just a tool. Good communication can be the result.

This new technology is not about putting the same old press release or marketing messages on your corporate website or worse in some new media world.

Communications professionals have to consume new media along with a healthy dose of traditional media so they understand their key audiences and then customize their message for each constituency.

A lot of people want to bury their heads when they think about creating different versions of the same information and having to interact with new media players. But the fact is, the old way isn’t very effective.

Companies that are succeeding in the new realm are reaching out and creating opportunities for a 2-way conversation.

Don’t let the technology scare you. Don’t let the idea of a 2-way interaction scare you. It will improve your communications.