I have experience pitching to magazines and stores - and mostly everything works by email and online research. I feel like celebrity and Hollywood productions are a lot harder to research online.
The honest answer is that it's not hard IF you have a great (remarkable) and cool product. I've placed our products such as DNA11 on csi:NY (entire episode centered around our art), The Amazing Spiderman, Today show and many more. For the most part they contacted us with interest. The way I got us on CSI is by doing something really outside the box. I literally wrote a letter (yes on paper) to the show's creator Anthony Zucker. I simply offered him a free portrait and told him I was a fan. 2 months later the producers contacted me and told me they had written an episode that would feature us. It was amazing to see our idea featured on one of the most watched shows on earth! This was more luck than anything but I had to put myself out there to get the opportunity. The worst thing that can happen is you get a no. Don't be afraid of rejection because 9 out of 10 times you will get rejected. All you need is one yes.
Ok. Real tips:
1. Get on LinkedIn. Get a pro account. Many producers are on there and you can simply InMail them. You just have to make sure your pitch is solid.
2. Send free samples. Use research and hustle to find the names and addresses you need. There's no real easy way to get this info but there are several web sites that offer lists.
3. Never pay for placement. Ever.
4. Get on popular product blogs and get traditional PR on top tier blogs. Product researchers are often on these sites looking for the next big / cool thing. Again, you must have a really cool product for this to work.
Once you get some momentum on these fronts you will magically begin to get lots of inbound Opportunties. That's when things start to get easy. However there's a reason they call it "earned media"
If anyone wants to brainstorm more or talk about tactics in detail contact me on Clarity.