JP, I don't do
PR, but have teamed up several times with a
PR strategist to service a client. From observing the
PR strategy process over the course of several projects, here's what my guess is. You may be able to find some directories or lists that will give you a start. But that's only a starting point. Every business that is effective at
PR builds their own database of contacts. Here is where a good
PR person can also help you - they've built relationships with a lot of people and they use those relationships to get your item media coverage. They can build a media database customized just for you. I never used to think much of
PR people, but having watched my colleague in action, I am convinced that a good
PR person is worth her weight in gold!