When it comes to establishing a media presence, sometimes a lack of experience can be a good thing. I have a client that is virtually starting from scratch...not even a press kit. That's the bad news. The good news is that my client will immediately be able to benefit by using the Internet to hold an online press kit.
Why is this beneficial? You're using technology to make your organization's promotion more efficient and less expensive. You create a destination for web traffic. Photos and files are stored online and downloaded at the user's convenience. Your online press kit gets submitted by a click instead of a stamp. It cuts down on your publishing expenses and uses much less storage. Information and photos can be updated immediately and with the same high quality as traditional methods. (And since the people downloading your online press kit really want your information, the likelyhood your PR gets used increases dramatically!)
Sure, a formal, hard-copy press kit is still an essential promotional investment--but since virtually everyone uses the Internet these days, desing an online press kit and make your web site work for you.