Publicist Jeremy Walker contemplates retirement and then dishes his perspective on the business of film PR, in a column on indieWIRE.

A key take away - and something many of us aren't in the position to say: don't fake it. Says Walker:

It makes sense that a person who promotes movies will probably also be a person who loves movies, but what journalist should trust a publicist who loves every movie? I've found over the years that to love a movie is not enough reason to take it on; instead I have learned to only take on movies that I love and that I can actually do something with.

We couldn't agree more, but unfortunately the choice is not always that simple.

[Hat tip: Defamer]