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.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Marketing Account Manager / Client Liaison Manager

£25 - 32k DOE: Guru Careers: A digital-savvy Marketing Account Manager / Clien...

Business Development Manager / Sales Executive

£23-30k (DOE) + Bonus: Guru Careers: We are seeking bright Business Developmen...

Senior Developer/Development Lead - C# ASP.NET. SQL

Circa £55,000: Ashdown Group: Lead Developer requirement - C#, ASP.NET, SQL - ...

DFA Ad Operations Manager

38,000: Sphere Digital Recruitment: My client is an agency that handles the me...

Day In a Page

Isis in Syria: A general reveals the lack of communication with the US - and his country's awkward relationship with their allies-by-default

A Syrian general speaks

A senior officer of Bashar al-Assad’s regime talks to Robert Fisk about his army’s brutal struggle with Isis, in a dirty war whose challenges include widespread atrocities
‘A bit of a shock...’ Cambridge economist with Glasgow roots becomes Zambia’s acting President

‘A bit of a shock...’ Economist with Glasgow roots becomes Zambia’s acting President

Guy Scott's predecessor, Michael Sata, died in a London hospital this week after a lengthy illness
Fall of the Berlin Wall: History catches up with Erich Honecker - the East German leader who praised the Iron Curtain and claimed it prevented a Third World War

Fall of the Berlin Wall

History catches up with Erich Honecker - the East German leader who praised the Iron Curtain and claimed it prevented a Third World War
How to turn your mobile phone into easy money

Turn your mobile phone into easy money

There are 90 million unused mobiles in the UK, which would be worth £7bn if we cashed them in, says David Crookes
Independent writers remember their Saturday jobs:

Independent writers remember their Saturday jobs

"I have never regarded anything I have done in "the media" as a proper job"
Lyricist Richard Thomas shares his 11-step recipe for creating a hit West End musical

11-step recipe for creating a West End hit

Richard Thomas, the lyricist behind the Jerry Springer and Anna Nicole Smith operas, explains how Bob Dylan, 'Breaking Bad' and even Noam Chomsky inspired his songbook for the new musical 'Made in Dagenham'
Tonke Dragt's The Letter for the King has finally been translated into English ... 50 years on

Buried treasure: The Letter for the King

The coming-of-age tale about a boy and his mission to save a mythical kingdom has sold a million copies since it was written by an eccentric Dutchwoman in 1962. Yet until last year, no one had read it in English
Can instilling a sense of entrepreneurship in pupils have a positive effect on their learning?

The school that means business

Richard Garner heads to Lancashire, where developing the 'dragons' of the future is also helping one community academy to achieve its educational goals
10 best tablets

The world in your pocket: 10 best tablets

They’re thin, they’re light, you can use them for work on the move or keeping entertained
Lutz Pfannenstiel: The goalkeeper who gave up Bayern Munich for the Crazy Gang, Bradford and a whirlwind trawl across continents

Lutz Pfannenstiel interview

The goalkeeper who gave up Bayern Munich for the Crazy Gang, Bradford and a whirlwind trawl across continents
Pete Jenson: Popular Jürgen Klopp can reignite Borussia Dortmund’s season with visit to Bayern Munich

Pete Jenson's a Different League

Popular Klopp can reignite Dortmund’s season with visit to Bayern
John Cantlie video proves that Isis expects victory in Kobani

Cantlie video proves that Isis expects victory in Kobani

The use of the British hostage demonstrates once again the militants' skill and originality in conducting a propaganda war, says Patrick Cockburn
The killer instinct: The man who helps students spot potential murderers

The killer instinct

Phil Chalmers travels the US warning students how to spot possible future murderers, but can his contentious methods really stop the bloodshed?
Clothing the gap: A new exhibition celebrates women who stood apart from the fashion herd

Clothing the gap

A new exhibition celebrates women who stood apart from the fashion herd
Fall of the Berlin Wall: Goodbye to all that - the lost world beyond the Iron Curtain

The Fall of the Berlin Wall

Goodbye to all that - the lost world beyond the Iron Curtain