• Baum is surprisingly self-effacing. She's slight and smiling with the looks of a woman half her age and the voice of a college student. But it's her client list that impresses – a Who's Who of Hollywood's top actors. From her desk at Slate PR's Sunset Boulevard HQ (as well as on the road or back at home, where she is a mother of two), Baum controls the images of Johnny Depp, Ryan Gosling, Daniel Craig, Kate Bosworth, Antonio Banderas, Melanie Griffith and Benicio del Toro – to name but a few. “I don't like the word 'control',” she grimaces, shrugging off a black leather Maison Martin Margiela jacket. “It feels so defensive.” But surely it is a case of controlling and protecting, rather than garnering press attention or calling up the paparazzi to let them know her clients are dining at The Ivy? “I've never been asked to do that,” she laughs. “And I would never tell someone what to do. But I pride myself on my client list; I know how different it looked when I started out. Back then, I dealt with people who weren't actors. It was harder

    “The world of publicity was a MAN’S WORLD – all the women were assistants – but all that has CHANGED”

    for me to do a great job then because I wasn't as motivated.”

    When Connecticut-born Baum first started as an assistant at Rogers & Cowan PR agency, fresh from studying psychology at UCLA, “the world of publicity was very different”. She learned the trade from legendary publicist Alan Nierob. “It was definitely a man's world back then – all the women were assistants – but all that has changed.” In those days, she says, “you created stories and tried to generate publicity, whereas now it's much more based on the work.”

    With competing publications and, of course, the Internet, it's a harder job now, she concedes. I imagine Twitterholic celebrities to

    Jacket and pants by Saint Laurent by Hedi Slimane; vest by T by Alexander Wang; jewelry, Robin's own

    The Edit
  • Archive