PR's self-destruction

Yesterday, I just caught myself reading a recent press release about someone I know and came to think that the piece – like million of other such announcements - was coated with a mixture of Teflon, sugar, salt and fat to make it palatable to all and everyone. Yet, in the process, this medium has become incredible, has lost most of its desired effect, and represents a waste of time for the reader, fails to help the subject and reflects poorly on the author. I don't know if you'll agree with this or not, but just like our health-care system, PR as we know it, needs a strong overhaul. Just like breathing, we've come to taking it for granted, but instead of being created on a tired template, it should truly be custom-made, with more texture, with a sprinkling of bad stuff into it, to make the good stand out, with some humor and a genuine creative streak that can get traction with readers. If your daily endeavors get you close to that activity, I'd love to hear your opinion on this...