Hollywood publicist Gene Schwam dies in Los Angeles at age 96

Veteran Hollywood publicist Gene Schwam died on Friday in Los Angeles at the age of 96 following a brief illness. The Hollywood Reporter and Variety Film both reported his death. [1][2]

Schwam began his career working for publicist Stanley Cowan for 35 dollars per week. According to The Hollywood Reporter and Variety Film, Schwam left that firm to launch his own agency alongside Adeline Hanson, founding Hanson and Schwam Public Relations in 1955. [1][2]

The Hollywood Reporter and Variety Film both reported that Schwam represented major entertainment icons throughout his career, including Elvis Presley, Julie Andrews, Barbara Eden and Blake Edwards. The Hollywood Reporter added that his agency initially represented musicians and restaurants, including the Cocoanut Grove nightclub, before expanding to serve clients such as Judy Garland, Nancy Wilson, Lou Rawls and Lenny Bruce. [1][2]

A publicist is a public relations specialist who manages and maintains the public image of individuals, brands or entertainment projects. Top publicists often work in private practice to secure coverage across print, television and digital media formats. [6]