Tom Cruise drops sister from PR role after year of disasters made it mission impossible

The Hollywood star has dropped his sister Lee Anne DeVette as his publicist after less than two years and hired a public relations expert who specialises in keeping his clients' personal lives out of the limelight.

Cruise praised his sister for doing "a wonderful job", but said that from now on, she would just handle his charitable work.

In her place he has appointed Paul Bloch of the PR firm Rogers & Cowan to look after his personal publicity and that of his production company.

Since Ms DeVette took over Cruise's PR from his previous publicist, Pat Kingsley, in March 2004, the actor has rarely been out of the headlines, speaking about his fervent belief in Scientology and publicly mooning over his new love, Katie Holmes.

In a statement, Cruise said his sister had "always expressed a desire to oversee and expand the day-to-day activities of my charitable endeavours".

"This seemed an appropriate time to make that segue and bring Rogers & Cowan on board to handle mine and the company's entertainment-related publicity needs."

Ms DeVette, a fellow Scientologist, said she was looking forward to publicising her brother's involvement in social reforms, children's health issues and the "general betterment of the human condition".

"I know how important Tom's charitable goals are to him," she said.

Cruise, who shot to fame for his boyish good looks in Top Gun and Cocktail, was once considered shy of the media. But recently he has clashed in public with the actress Brooke Shields over her use of psychiatric drugs following her pregnancy and become increasingly vocal about his belief in Scientology.

Earlier this year, he embarked on a relationship with the Dawson's Creek star Katie Holmes, which prompted him to leap up and down on the sofa in an appearance on Oprah Winfrey's US talk show declaring: "I'm in love! I'm in love!"

Dismissing media claims that their romance was a stunt to gain publicity for their respective film releases, Cruise proposed to Holmes at the top of the Eiffel Tower in June after a whirlwind romance.

Last month, the couple announced they were expecting their first baby.

Cruise also suffered public embarrassment when water was squirted in his face at the London premiere of War of the Worlds in June.

Mr Bloch told the Los Angeles Times: "I think Tom has handled it magnificently and I think Lee Anne has handled it magnificently and I'm so pleased they brought us on."

It is not clear to what extent Mr Bloch will deal with Scientology-related issues.

The public relations expert Mark Borkowski said the appointment of Mr Bloch, who also represents John Travolta, Bruce Willis and David and Victoria Beckham, demonstrated a shift in Cruise's approach to media relations. "Paul Bloch is a very astute operator and it strikes me that he will want some sort of privacy. He is old school.

"Rogers and Cowan are not proactive PRs. They are not people who stage stunts. They have gone for him for a certain amount of protection. Paul Bloch's clients do not need publicity. This is a very conservative route to take in terms of PR. Rogers & Cowan are not people who jump up and down."

Max Clifford, the PR expert, said: "The only good press for the major stars is perfect. Unless everything they read and see says exactly what they want it to, it's the fault of someone."

Family affairs

CHARLOTTE CHURCH

The Welsh singing sensation appointed her mother Maria as her manager after sacking her former manager Jonathan Shalit in 2000. Two years later she sacked her mother following disagreements about her then boyfriend, although she was careful to praise her for doing an "amazing job" and for being a "terrific mother".

MACAULEY CULKIN

As the child star of Home Alone, Culkin's father Kit was his manager. Culkin senior gained a reputation for aggressiveness, but when Macauley was 14, his parents split and he refused to see his father. Stories about the teenage star's partying subsequently began to appear in the press.

BROOKE SHIELDS

During a prolific career as a child actress, making five films before the age of 11, Shields's mother Teri was her manager. It was not until she turned 30 that she fired her, giving her acting career an instant boost with a role in the sitcom Suddenly Susan.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Graduate Digital Marketing Assistant - Wimbledon

£18000 - £19000 per annum + Benefits: Ashdown Group: Graduate Digital Marketin...

Guru Careers: Financial Controller

£45 - £55k DOE: Guru Careers: A Financial Controller is required to join a suc...

Guru Careers: Product Manager / Product Marketing Manager / Product Owner

COMPETITIVE: Guru Careers: A Product Manager / Product Owner is required to jo...

Recruitment Genius: Online Customer Service Advisor

£13000 - £15000 per annum: Recruitment Genius: A chance to work for an extreme...

Day In a Page

Mullah Omar, creator of the Taliban, is dead... for the fourth time

Mullah Omar, creator of the Taliban, is dead... again

I was once told that intelligence services declare their enemies dead to provoke them into popping up their heads and revealing their location, says Robert Fisk
Margaret Attwood on climate change: 'Time is running out for our fragile, Goldilocks planet'

Margaret Attwood on climate change

The author looks back on what she wrote about oil in 2009, and reflects on how the conversation has changed in a mere six years
New Dr Seuss manuscript discovered: What Pet Should I Get? goes on sale this week

New Dr Seuss manuscript discovered

What Pet Should I Get? goes on sale this week
Oculus Rift and the lonely cartoon hedgehog who could become the first ever virtual reality movie star

The cartoon hedgehog leading the way into a whole new reality

Virtual reality is the 'next chapter' of entertainment. Tim Walker gives it a try
Ants have unique ability to switch between individual and collective action, says study

Secrets of ants' teamwork revealed

The insects have an almost unique ability to switch between individual and collective action
Donovan interview: The singer is releasing a greatest hits album to mark his 50th year in folk

Donovan marks his 50th year in folk

The singer tells Nick Duerden about receiving death threats, why the world is 'mentally ill', and how he can write a song about anything, from ecology to crumpets
Let's Race simulator: Ultra-realistic technology recreates thrill of the Formula One circuit

Simulator recreates thrill of F1 circuit

Rory Buckeridge gets behind the wheel and explains how it works
Twitter accused of 'Facebookisation' over plans to overhaul reverse-chronological timeline

Twitter accused of 'Facebookisation'

Facebook exasperates its users by deciding which posts they can and can’t see. So why has Twitter announced plans to do the same?
Jane Birkin asks Hermès to rename bag - but what else could the fashion house call it?

Jane Birkin asks Hermès to rename bag

The star was shocked by a Peta investigation into the exotic skins trade
10 best waterproof mascaras

Whatever the weather: 10 best waterproof mascaras

We found lash-enhancing beauties that won’t budge no matter what you throw at them
Diego Costa biography: Chelsea striker's route to the top - from those who shared his journey

Diego Costa: I go to war. You come with me...

Chelsea's rampaging striker had to fight his way from a poor city in Brazil to life at the top of the Premier League. A new book speaks to those who shared his journey
Ashes 2015: England show the mettle to strike back hard in third Test

England show the mettle to strike back hard in third Test

The biggest problem facing them in Birmingham was the recovery of the zeitgeist that drained so quickly under the weight of Australian runs at Lord's, says Kevin Garside
Women's Open 2015: Charley Hull - 'I know I'm a good golfer but I'm also just a person'

Charley Hull: 'I know I'm a good golfer but I'm also just a person'

British teen keeps her feet on ground ahead of Women's Open
Turkey's conflict with Kurdish guerrillas in Iraq can benefit Isis in Syria

Turkey's conflict with Kurdish guerrillas in Iraq can benefit Isis in Syria

Turkish President Erdogan could benefit politically from the targeting of the PKK, says Patrick Cockburn
Yvette Cooper: Our choice is years of Tory rule under Jeremy Corbyn or a return to a Labour government

Our choice is years of Tory rule under Corbyn or a return to a Labour government

Yvette Cooper urged Labour members to 'get serious' about the next general election rather than become 'a protest movement'