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.
the way we work is very different, but the end result is the same. We focus on relevant timely trending stories reporters are writing on the topic you might have interesting facts about. We help you connect with these reporters over the timely article they wrote. We also help you think though your pitch and give you the contact information to reach out. We make sure it's a very relevant fit for both your pitch and the reporter's interests.
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.
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.