If you're looking for suggestions for a possible press release, predictions are still an option.

It's early enough in the new year to offer your insights about what you think your industry or organization might encounter in the coming year. You can also add your take on the economy and how that could affect your customers over the next several months.

The great thing about predictions is that they offer you a chance to display your expertise and no one really checks to see how accurate you were. No one expects you to offer 100 percent certainty. It's the ideas that count.

Beautiful summer weather can make it tempting to hold your next press conference outdoors. What's not to like? Fresh air, maybe a cool breeze, plenty of room. 

Not so fast. There are lots of gotchas when it comes to outside press conferences. The biggest one is the lack of control when it comes to outdoor conditions. Aside from the possibility of getting rained out (do you have a contingency location?), the outdoor press conference can cause a variety of issues.

WIND

Chief among the potential problems is the wind. A strong breeze can cause havoc with your script, even if it's in a binder. Even if you're able to maintain control of the pages, the distraction can throw you off and cause you to lose your focus.

The wind can also do a number on your hair. Men are just as vulnerable as women. The problem is not simply your wind-blown appearance. It's a huge distraction to deal with at such an important time.

A third problem with the wind is the noise it produces in microphones. Even with wind screens, your mic is bound to pick up some wind noise, and that can ruin an important sound bite.

Media advisories are a well known tool to alert members of the media to an upcoming news event. It could be a press conference, an interview opportunity with an expert or a ribbon-cutting ceremony.

Advisories are typically matter of fact -- who, what, when, where, etc. What you may not realize is that advisories that offer a short video can maximize your chances of generating interest. Here are just three reasons.

Press kits are not always necessary. In many cases, a simple press release will suffice. But when the issue is a bit more complicated than usual, when you want to brand your event or when you're involed in an extended media campaign, a press kit becomes invaluable.

Press kits can be distributed at press conferences or one-on-one interviews. They can be mailed to a reporter ahead of an event to bring him or her up to speed on the issue. They can also be adapted for editorial board sessions, giving the editors the materials they need to understand and, ultimately, support your position or issue. But don't stop there. Go digital.