• Institutional Review Excerpts - These include reviews from recognized trade sources that specialize in book reviews. Mine were the Midwest Book Review and Kirkus Discoveries. Yours might be any of the newspaper book reviews (those that are left), and sources such as Library Journal, Publishers Weekly, or School Library Journal.  
• Media Review Excerpts - These include reviews from journalists covering books for their newspapers or publications, book columnists, and bloggers whose blogs specialize in books and book markets.  
• Bookseller Review Excerpts - If a bookseller posts a review of your book on a store website or their own blog, you want to capture it. These reviews speak volumes to other booksellers and can be very valuable. 
• Reviews by Other Authors - If you're lucky enough to know traditionally-published authors willing to blurb your book favorably (and these sources include your workshop instructors and professors), definitely take advantage of this. Just understand that there's a chance they won't be able to accommodate your request. Be very polite when you ask, and don't push it or get weird if they balk or say no. Just smile and move on.  

Media Bookings

This is a list of actual media interviews and appearances. They include radio interviews, webcasts, and television appearances. Include the date, the station's call letters, city, and state, the host's name, and the purpose of the booking (e.g., 1/19/10 - WXLM 104.7 FM, (New London, CT), Lee Elci, host - Interview / Book Discussion). 

Other Media / Internet Coverage

This is usually a chronological listing of all the media sources that gave you any kind of coverage that you haven't already mentioned. Lump together calendar entries for your book signings, or create another section to indicate cities in which your events were held. Include the date, the source and/or name of the publication or station, and a brief description of the coverage (e.g., review, interview, bylined article, podcast). 

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A Few Words About the Press Kit

Before I hired a publicist, I distributed a press kit based on a sample kit distributed in a book marketing course I took. It was in a folder with inner flaps on both sides. On the left side were the key reviews (full reviews, not excerpts), and on the right, a letter to a producer / editor indicating why the book would be of interest to them, the initial press releases related to the book, the book tour schedule, a brief author bio, and a Q&A.

The Q&A is something you develop. Mine included questions about the book, my protagonist, my writing habits, the book's themes, the book's use of different genres (more a hot topic now than it was then), and what my other interests were, and why I thought the story was of interest given current headlines of Wall Street corruption,.

The Q&A was the most valuable thing about the press kit. It's valuable because it makes a prospective interviewer's job a lot easier by allowing them to determine quickly how good a "fit" you'll be -- how interesting you'll be -- to their audience. Because the nature of the relationship between show producers and their hosts is such that the host is pretty much told who's going to be on the show by the producer with little notice, hosts are rarely well-prepared and frequently rely on tools such as the Q&A to guide their initial questions -- at least for unknowns or non-celebrity authors. Once you get into the interview, of course, they can pretty much steer the conversation any way they like. 

In the Q&A, you want to include a cross-section of questions that deal with the book and how it came about, your "writing life" stories and related anecdotes, and how the book crosses over into real life or current events. The idea here is that if you produce a Q&A that has appeal across a wide variety of subjects, you'll potentially have appeal to a wider variety of programming, and therefore be more likely to get a booking because you'll have demonstrated an ability to speak about several different topics. (I used far more media summaries than press kits, but it may also depend on the type of marketing you're doing and the type of book you've written -- non-fiction still being the easier sell. Press kits are easier to design for non -fiction because target audiences and markets are easier to define and, more importantly, quantify.)  

I'm not sure what components my publicist actually used, but multiple press kits were tailored based on the types of programs being targeted. Book programming got one version, for example; business and financial programming got another. 

But if you're going to use a press kit, my advice would be not to develop the final components on your own unless you have publicity / marketing experience and know the book trade/book markets very well. If you're in college, see if you can approach a marketing professor (found in the business schools or undergrad business departments) during office hours, explain what you're trying to do, and ask if they know any book publicists or marketers that might be willing to help or advise you. 
      
However you proceed, media summaries and marketing plans can help to expand your growing reputation and sell your work, no matter where you live or what kind of book you're writing. Putting these documents together is a good exercise in thinking about the different markets you'll be targeting in which to sell your book -- fiction or non-fiction. Believe me, actually doing this -- writing the Q&A, drafting a letter to an editor or producer, and defining your target audience and how you plan to reach them -- is beneficial because it makes you really think about how your book can grab someone's interest.