Publicists often fly under the radar, even those representing big names in Hollywood.
But not Gene Schwam, who sadly passed away this week at age 96, per Variety. The PR legend whose clients included Elvis Presley and Julie Andrews died Friday in Los Angeles after a brief illness, the magazine also reported.
Schwam, who co-founded the enduring independent agency Hanson & Schwam Public Relations in 1955, also represented Judy Garland, The Hollywood Reporter noted on Saturday, October 17.
“There’s a mistake people make when they think it’s about who you know in Hollywood, but it isn’t about that — it’s about who knows you,” he told the magazine back in 2021. “Begin with the end of the game and work your way backward… Figure out what it is that we want to do, such as win an Oscar, then we figure out how to get there.”
He continued, “I’ve always felt that success of the personal service business is referrals. It’s not getting on the phone or going online. It’s always been someone saying, ‘Hey, Gene, I have a friend who is writing a book, would you be interested in working with them?'”
Schwam’s representation of Presley in 1957 was particularly notable in how the King and his team fooled the press with a fake story of a police crackdown on a “risque” act. Find out more from Variety‘s 2022 coverage here.
Baz Luhrmann’s Latest Elvis Movie Landed a Massive Industry Honor
In more recent Presley news, EPiC: Elvis Presley in Concert was just nominated four times at the Critics Choice Documentary Awards.
The official Instagram page for EPiC recently shared news about Baz Luhrmann‘s documentary, which features long-lost footage of the legendary singer’s Las Vegas residency in 1970, as well as remastered 16mm footage from the 1972 film Elvis On Tour and 8mm film from the Graceland archives. Find out more here.
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