Careful; this is the kind of thing you can burn a lot of time and money on without seeing a dime of improved outcome. The companies that get the most continuous media attention aren't getting it because of their press kits.

If I hired a marketing person (it's been considered) and they told me they were going to spend a week or two making hard-copy designer-y drop-off press kits, I'd have a very hard conversation with them about business objectives.