Gene Schwam, Publicist for Elvis Presley and Julie Andrews, Dies at 96
Gene Schwam, the Hollywood publicist who represented Elvis Presley and Julie Andrews, has died at 96.
He died on Friday in Los Angeles after a brief illness, Variety reported. Schwam spent more than six decades in publicity, working with singers, actors, directors and comedians.
He co-founded Hanson & Schwam Public Relations with Adeline Hanson in 1955. Before that, Schwam was earning $35 a week working for publicist Stanley Cowan. The new firm did not start with stars. Its first client was Smith Bros. Fish Shanty, a restaurant.
The client list grew quickly. It included Presley and Andrews, along with director Blake Edwards, actor Barbara Eden and comedian Lenny Bruce. Singers Nancy Wilson and Lou Rawls were also clients. The firm represented the Coconut Grove nightclub, the Los Angeles venue known for hosting big-name performers.
Schwam also represented Judy Garland, The Hollywood Reporter reported in 2021, when Schwam marked 66 years in the business. That report noted he stayed in business more than two decades after the death of his partner Hanson.
His close working relationship with Edwards left a mark on screen. Edwards based the neurotic publicist character in his 1981 film S.O.B. on Schwam. Years later, Schwam was the publicist who announced Edwards' death to the media in 2010, CBS News reported at the time. Edwards died from complications of pneumonia at St. John's Health Center in Santa Monica.
UPI entertainment correspondent Vernon Scott once called Schwam "The best idea man in Hollywood." A publicist handles press coverage and public image, and Schwam built his reputation on campaigns and story ideas for clients.
Later in life, Schwam created Humanity 101, an initiative of Project Humanities at Arizona State University.
He is survived by his wife Myrna, daughter Stephanie Schwam, stepchildren Adam, Greg and Linda London, and four grandchildren.
