You might not necessarily need a leader or leaders, but you do need a planner or planners. The community can be the final arbitrator, but you still need an individual, group or team to put forward suggestions for the community to decide upon and for the individual, group or team to action.
Getting the PR done requires ensuring that specified tasks get done and that the tasks are the responsibility of specific individuals. This way you ensure that all the tasks get done.
Updating the website can only be performed by those that have access to it and someone (or several someones) need to control the official email account for the project and ensure that the messages/Press Releases, etc. that go out, do so with the understanding and agreement of the community. These tasks cannot be performed randomly and need to be coordinated.
I'm willing to work as part of a PR team and it would be a good idea if we could identify who will be in the PR team now, to begin identifying and assigning tasks, in order to promote the Elastic project.
Couldn't agree more - and planning doesn't even have to be anything corporate like crazy - just a simple roadmap. In a way EK already does that by communicating what are the plans and where we are - these things change quickly too, and for that reason you want to keep it flexible.
But still - having high level goals for each quarter of the years ahead is a good thing and communicates clearly the direction the project is trying to go.
Perhaps someone with some PM skills should step in and work with the team.