R&C charged with recasting Cruise�s image with public

LOS ANGELES: Tom Cruise has relieved his sister, Lee Anne DeVette, of her publicist duties and hired Rogers & Cowan to represent him and his company, Cruise-Wagner Productions.

LOS ANGELES: Tom Cruise has relieved his sister, Lee Anne DeVette, of her publicist duties and hired Rogers & Cowan to represent him and his company, Cruise-Wagner Productions.

The move comes more than 18 months after Cruise fired Pat Kingsley of PMK in favor of his sister, who reportedly had no PR experience.

Paul Bloch, co-chairman of R&C who also works with Bruce Willis, John Travolta, and producer Jerry Weintraub, will represent Cruise.

In a statement, Cruise said his sister "would oversee and expand the day-to-day activities of my charitable endeavors."

Cruise has been the target of heavy media criticism over the past year ? for everything from his overzealous declarations of love for fianc?e Katie Holmes to his sometimes controversial promotion of Scientology.

"I know how important Tom's charitable goals are to him," noted DeVette in a statement, "and I am looking forward to assisting in raising the profile of the good works that he does on behalf of children's health issues, mentoring, literacy, and other social reforms,as well as the general betterment of the human condition."

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