Thoughts on traditional PR

I'm looking for PR agencies who are not afraid to try new techniques. I understand that traditionally, press releases sent to specific reporters followed by a phone call or check- up e-mail can do the job. But what about sending more impersonal notes or more elaborate press releases. What about NOT sending a press release (gasp!)? Does everything have to have a title, background information, contact information and ###? I don't think so. If I were a reporter, I would not mind hearing about something in a new way. So it is my new mission to create a catalog of all the ideas that pop up on creative PR.

A job where you exist to let people know what is new and exciting, should always be exciting and challenging. There is tedious work to be done in every profession. But in this one, even the list making and research can be thrilling. I am a planner, naturally so research and preparation are fun for me because I'm always anticipating the outcome of what I prepare. How can I use this? How can I make this interesting? How can I relate this to my project? Will people like this? How can I get recognized for this? What are other people doing that I can leverage off of?
These are just a few questions that persist in my mind, constantly. I can't help it. I want to know how to gather information, reformat it, twist it around, put some bows and ribbons on it, show everyone what I found and why I'm so intrigued with it. It doesn't sound like work to me. It sounds like fun!

Tradition is restricting while necessary, which leaves me confused. You might say I feel stuck between a rock and a hard place. Your client wants a press release but they hire you thinking you can really get them noticed and you'll do whatever it takes to make it happen. So many agencies claim to want to branch away from tradition, be more creative, be innovative but who really is consistently shocking? And are shocking new approaches to publicity really working? There must be a balance between a structured release paired with a couple of lunch dates and crazy parties and stunts. What is that balance? Who has mastered it? That's who I'm looking for.