The Hollywood Reporter has a big feature about the hidden/not-so-hidden tensions within the top ranks of 42West. The firm, which has deep roots in the film industry and played a key role in a number of Oscar nominees including last year’s winner The Hurt Locker, is in the midst of a break-up; three of the agencies partners are in the process of buying out the fourth, Cynthia Swartz, co-head of the entertainment marketing group. She plans to start her own shop.

For anyone wanting to venture into the Hollywood PR business, the article is a history lesson of that sector of the industry, one that revolves around key players and agencies.

“In the heady days of the ’80s, Pat Kingsley established herself as the dominant personality among Hollywood’s legion of personal publicists, and PMK became a training ground for some of the industry’s most nimble practitioners,” the story says.

Even if you’re not in the entertainment PR space, it’s an interesting read. Check it out here.