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?
Independent Dating
and  

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

iJobs Job Widget
iJobs Media

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Recruitment Genius: B2B Media Sales Professional - Work From Home

£20000 - £50000 per annum: Recruitment Genius: Enjoying rapid growth we contin...

Day In a Page

The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

Gaping hole at the heart of the European Union

Treatment of Greece has shown up a lack of genuine legitimacy
Number of young homeless in Britain 'more than three times the official figures'

'Everything changed when I went to the hostel'

Number of young homeless people in Britain is 'more than three times the official figures'
Compton Cricket Club

Compton Cricket Club

Portraits of LA cricketers from notorious suburb to be displayed in London
London now the global money-laundering centre for the drug trade, says crime expert

Wlecome to London, drug money-laundering centre for the world

'Mexico is its heart and London is its head'
The Buddhist temple minutes from Centre Court that helps a winner keep on winning

The Buddhist temple minutes from Centre Court

It helps a winner keep on winning
Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

Is this the future of flying?

Battery-powered planes made of plastic, and without flight decks
Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

Isis are barbarians

but the Caliphate is an ancient Muslim ideal
The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

Curse of Brink's Mat strikes again

Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

'The ministers talk to us about miracles'

Why Greeks are cynical ahead of the bailout referendum
Call of the wild: How science is learning to decode the way animals communicate

Call of the wild

How science is learning to decode the way animals communicate
Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

'The economic collapse has happened. What is at risk now is democracy...'

If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
The science of swearing: What lies behind the use of four-letter words?

The science of swearing

What lies behind the use of four-letter words?
The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

The Real Stories of Migrant Britain

Clive fled from Zimbabwe - now it won’t have him back
Africa on the menu: Three foodie friends want to popularise dishes from the continent

Africa on the menu

Three foodie friends want to popularise dishes from the hot new continent
Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

Who will fill Donna Karan's boots?

The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'