I think all of these services that make PR easier are great, but I'm not sure that I see the value here over your competition.
As much I think having a PR pro help you with your pitch is important, I think our machine learning differentiates us from this site and other list-building hacks.
We use machine learning to create custom media lists by comparing the pitch to reporter archives and what they've written over the last 6 months. Everyone else uses simple keyword matching.
I'm not familiar with PressFriendly, but it looks like they look through entire archives of what reporters have written and curate lists of reporters based on their past articles and their fit with your topic. Again, I'm not 100% sure.
Two different approaches, both helping people with the same issue. I think it's great to see companies such as PressFriendly around. There should be more of them around, this is a painful problem for companies and PR Firms is a bad solution.