How familiar does a publicist need to be to do their job effectively?

Very familiar. It's the publicists job to make their client or company look good, with knowing past discrepancies of their client, they must do everything to keep up their client's image, as well as handling all their affairs in regards to, well, publicity, and getting their client known.  

they can see what that city is producing and to also see if they can some how get that product. like gold in africa.