Not everyone can afford a subscription to Vocus or Cision. If you are one of them, and you need to build a media list (and you don’t have a friend that will do it for you), I suggest doing the legwork yourself. You can find most outlets for free on the Web, as there are tons of free directories of media information out there.
If you need to build a media list from scratch, I suggest starting with identifying the outlets you want to target. Once you have a list of target outlets, visit the website for each outlet to research it thoroughly. Each media organization provides different levels of media information you can use to fine-tune your lists.