Los Angeles Fire Department Foundation Hires Celebrity PR Firm Amid Fire Response Criticism
The official non-profit organisation supporting the Los Angeles Fire Department has confirmed it provided $65,000 in funding to hire a prominent communications agency last year. This move occurred as the department faced escalating scrutiny over its handling of the devastating Palisades fire that burned multiple structures in Los Angeles, California, on 7 January 2025.
Foundation Defends PR Expenditure as "Straightforward" Support
In a statement issued on Tuesday, the Los Angeles Fire Department Foundation described its role as "straightforward", explaining that it provided the funding to hire a consultant because the department's communications director position was vacant at the time. The foundation emphasised that the department ultimately determined the scope of work and used the funding to engage The Lede Company, an agency known for representing high-profile celebrities including Rihanna and Reese Witherspoon.
"This is exactly how we always operate: fast, responsive, and in service to the department's needs," the foundation stated in a letter to its donors. The organisation, established in 2010, has provided more than $25 million to the fire department since 2018, funding what it describes as "vital equipment and funds critical programs".
Controversial After-Action Report Under Scrutiny
The Los Angeles Times revealed last week that the foundation had hired the "celebrity" public relations company to help "shape [its] messaging" following the disaster. According to the newspaper's investigation, a controversial after-action report evaluating the department's response to the 7 January wildfires was edited to understate the shortcomings of both agency leadership and city officials.
LAFD Chief Jaime Moore, who was appointed in November, told the Los Angeles Times that while he was uncertain about The Lede Company's exact scope of work for the department, he believed they were acting as a public relations director. He assumed "they had something to do with" the controversial report that has drawn significant attention.
Growing Political Fallout and Public Criticism
The revelation about the PR expenditure is likely to intensify scrutiny of both the fire department and city administration regarding their handling of the Palisades fire and its aftermath. Mayor Karen Bass and other officials have already received fierce criticism from fire survivors who argue that leaders failed to implement adequate preventative measures.
Adding to the political dimension, former reality television star Spencer Pratt, who lost his home in the Palisades fire and has been a vocal critic of the city's response, recently announced his intention to run for mayor. His campaign is expected to keep the fire response and subsequent communications strategy in the public spotlight.
Foundation Emphasises Transparency and Accountability
In its communication to donors, the LAFD Foundation highlighted its commitment to transparency, noting that it undergoes independent annual audits and receives high ratings from charity evaluators. The organisation stated that donors can designate contributions for specific programs or projects, adding: "We are transparent because our supporters and Angelenos deserve nothing less – and because we are proud of the work you support."
The foundation, the Los Angeles Fire Department, and The Lede Company did not immediately respond to requests for additional comment regarding the arrangement and its implications for public trust and disaster response communications.
