The public relations team that works with an organization is in charge of creating the electronic media kit and distributing it to the proper places. This is the same team that is responsible for all communication that is done between the organization and the public. Their purpose is to help the organization maintain a positive image.

An electronic media kit is usually distributed by one of the following ways:

- CD
- DVD
- Video or audio cassette
- Internet (usually placed on an organization's website)

Many organizations use a standard press kit to promote themselves, which is a type of folder that usually consists of product samples, photographs, papers with testimonials and reviews, and other promotional materials. But electronic media kits are quickly becoming a popular channel for this type of promotion for several organizations. This is particularly true for information technology and computer companies as well as companies where appearances are a large part of the game, including those in the entertainment or fashion industry.

A typical electronic media kit for an organization might contain:

- History or background information about organization.
- Biographical information on key people or top executives
- Contact information
- Fact sheet explaining organization's products or services
- High resolution photographs, typically black and white for newspaper purposes
- Past press interviews and reviews
- Testimonials, sometimes from famous people, about the company, product, or service
- Images of company logo

Musicians or bands especially tend to use electronic media kits over traditional media kits. Band kits tend to have their own set of unique components, whether using a standard media kit or an electronic one. A few elements that an electronic media kit for a musician or band might contain include:

- History of the band
- Contact information for publicist or band manager
- List of references or venues the band has previously performed at
- New demo music, if the band is just starting up, or discography, which is all of the albums previously released by the band; the kit may just include music clips with accompanying lyrics
- High resolution photographs, often in color instead of black and white, which are typical of corporations sending photos into the newspaper
- Equipment list, if the kits is being sent to a live music venue
- Future tour dates and locations
- Promotional videos
- Past press interviews and reviews

Whether the electronic media kit is for a brand new band or an established computer business, the overall function of an electronic media kit is to catch the attention of the media and other targeted sources. The kit should get the media excited to interview and promote the organization. The kit should be informative, professional, and organized, but at the same time, it should be entertaining, original, and even clever. If the electronic media kit is able to do all of this, it has fully accomplished its purpose.