What you do with it and things like that, but I basically chose this after I read it because I thought it was different and funny and unique and dark - things that I like to do.
For me, being a director is about watching, not about telling people what to do. Or maybe it's like being a mirror; if they didn't have me to look at, they wouldn't be able to put the make-up on.
My view is different. Public relations are a key component of any operation in this day of instant communications and rightly inquisitive citizens.