How do I start my own PR firm?

What is the most creative PR pitch you've ever seen?

• Ten years ago, (circa 1999) I worked for a firm that represented a technology start up with a software product that could save about a dollar per square foot on corporate real estate.  Since corporate real estate is often the second largest cost to larger businesses, trailing only HR, and coupled with the fact the client's average customer had a million square feet in space, the ROI was easy:  $1 million.  We got 10 boxes about one foot cubed, taped a string from one end to another and attached a $1 bill dangling on the string.  We included a succinct pitch and snail mailed those 10 boxes to 10 reporters we identified as having relevant beats. It landed an interview with the WSJ, and after a thorough interview, it resulted in  a subsequent article.  The pitch wasn't gimmicky, it was visual and straight to the point.  It's the most creative pitch I've ever done, but surely there are better.  So an open ended question to PR pros, bloggers and journalists:  what's the most creative pitch you've ever seen?  (No bad pitch anecdotes please, that's a different question).

• Answer:

  This was a few years back. At the time I was working for LexPR in Toronto. I'm not there anymore but they always amaze me with how creative their pitches are. We had just won the Chinese Lantern Festival account and needed some fresh ideas for the media pitch. We got into teams and played a “scavenger hunt” around China Town to create a really creative pitch. At the end of the hunt we put our best ideas together to create: -         - Fortune cookie with good journalistic fortune inside -       - The cookie was inside a custom fortune box -         - We attached a scroll to the box with the invitation -         - Closed with a lucky coin The media kit was used to pitch the new conference announcing the festival at Ontario Place. It was such a success. At the conference, we had more news media in attendance compared to the amount Ontario Place had the day it first opened. Has anyone had really creative pitches using digital media?