Veteran Hollywood publicist Gene Schwam dies in Los Angeles at age 96

Veteran Hollywood publicist Gene Schwam died on Friday in Los Angeles following a brief illness at the age of 96. The Hollywood Reporter and Variety both report that Schwam represented major entertainment figures throughout his career, including Elvis Presley, Julie Andrews, Barbara Eden, and filmmaker Blake Edwards. [1][2][3]

According to The Hollywood Reporter and Variety, Schwam was making 35 dollars per week working for publicist Stanley Cowan before leaving to start his own firm. Schwam co-founded Hanson and Schwam Public Relations alongside Adeline Hanson in 1955. The Hollywood Reporter noted that the independent agency initially represented restaurants and musicians before expanding across the entertainment industry. [1][2]

The client roster at Hanson and Schwam Public Relations grew to include singers Nancy Wilson and Lou Rawls, as well as comedian Lenny Bruce, according to The Hollywood Reporter and Variety. The Hollywood Reporter added that the agency also managed publicity for the Cocoanut Grove nightclub and represented Judy Garland. [1][2]

Publicists serve as public relations specialists who build and maintain the public images of individual celebrities and public figures through media coverage. Presley became known as the King of Rock and Roll and emerged as one of the most culturally significant figures of the 20th century. [5][6]