BBC News reports that Tom Cruise has hired a new publicist to replace his sister, Lee Anne DeVette, who will now represent his charitable work.

Publicity for Cruise and his production company is now handled by Paul Bloch of the PR firm Rogers and Cowan. Bloch is the same guy who reps John Travolta, Bruce Willis, Sylvester Stallone and David and Victoria Beckham, for anybody who cares.

“I know how important Tom’s charitable goals are to him,” said DeVette, who has represented her brother since March 2004. She also said she looked forward to raising awareness about Cruise’s involvement with children’s health issues, social reforms and “the general betterment of the human condition.”

Cruise issued a statement saying that his sister had done “a wonderful job” and 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 and Cowan on board to handle mine and the company’s entertainment-related publicity needs.”

Paul Bloch is a happy man. “I’m so pleased they brought us on,” he told the Los Angeles Times on Monday.






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