I normally skip the swag bags at PR events, the few I attend. I have no need for another mismatched coffee cup, wine glass, or pen light. In the last few months, I denied one of the worst swag bags ever: a cellophane bag with an airline bottle of cheap vodka and some jelly bellies; it was both horrible and awesome because it came from a very should-be-much-posher event.
The best goodie bag I've seen in forever is the one at right from The Landing, a 600,000 square feet shopping complex planned for Renton. They passed these out to local indie businesses in an effort to entice locals and possible tenants to their available retail spaces at the south end of Lake Washington. Extra points given for creativity, ramen, and bourbon.
Also included in their Bail-Out basket: An incentive plan (gold stars), Lifesavers (self-explanatory), and expert opinions ("decision makers," in bottle form)... I'm not in the market for a retail store, but kudos to The Leasing Studio for their efforts.