The #1 rule about good PR is that you're never the story. You're part of a larger trend, a bigger thing. Kickstarter helps you get your story out their by leveraging the wider trend of crowdfunding.

1. In order to find relevant media, find articles about competitors or similar products.
   
2. Go to SEOMoz and get their 30 Day Free Trial.
   
3. Use their opensite explorer tool to find media linking to their kickstarter campaign, related article or website.
   
4. Go through the information and find relevant journalists.
   
5. Hire someone from Odesk to find emails. Its easier to use a combination of guessmail.net and rapportive to help your outsourced labor find their contact information.
   

Total cost for contact info from a media database? $2,000

Total cost using these tactics? $50