This February I attended the PRSA New Media Boot Camp, run by new-media guru, Eric Schwartzman of iPressroom. The two day training seminar on “new media” covered everything from blogs, social networking sites and podcasts to RSS feeds and search engine optimization.

The communications industry is in a unique time where the audience has become a participant, and the reporter has lost some of its influence. Although traditional “old” media is still relevant today, new “social media” is here to stay and needs to be understood and harnessed by communication specialists.

It is important to remember a few things before jumping in.

New media is about user-generated content, and authenticity is of utmost importance. Blogs, podcasts, YouTube, Second Life, Facebook—they all form a digital conversation—a place where anyone can create content, express their views and converse with strangers. The general public considers this space their own, and it is important for corporations to share the space. So don’t be afraid to be informal and open to a dynamic, two-sided conversation.

Unfortunately, many companies are jumping into the “blogosphere” through means of astroturfing, also known as falsely generated grass-roots efforts. One of the most infamous case studies companies should learn from is the Wal-Marting Across America blog. Originally toted as a travel blog by two Wal-Mart “fans,” the site was later found out to actually be two people Wal-Mart was paying to create the site. Wal-Mart was blasted by the new media community for its deceit and quickly pulled the site off-line. Recently Wal-Mart launched a new blog “CheckOut” in an attempt to redeem themselves…we’ll see how this one plays out.

Remember new media isn’t necessarily the right option for every organization. Before entering the blogosphere or other new media realms carefully consider your audience and message. Ask yourself what information you have that your audience is not getting in a conventional way? After this, if you still have a unique message to share, consider a blog, Second Life, YouTube, a podcast…the possibilities are endless.

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