Los Angeles Fire Department Non-Profit Hired Celebrity PR Agency Amid Criticism
The official non-profit supporting the Los Angeles Fire Department has confirmed it allocated $65,000 to engage a prominent communications agency last year. This decision emerged as the department faced escalating scrutiny over its management of the devastating Palisades fire that struck Los Angeles, California, in early January 2025.
Foundation Defends Funding for PR Consultant Role
According to a statement released on Tuesday, the Los Angeles Fire Department Foundation described its involvement as "straightforward". The organisation provided funding to hire a consultant because the fire department's communications director position was vacant at the time. The LAFD ultimately used this financial support to contract The Lede Company, a public relations agency known for representing high-profile celebrities including Rihanna and Reese Witherspoon.
The foundation asserted that it determined the scope of the work, stating in a letter to donors: "This is exactly how we always operate: fast, responsive, and in service to the department's needs." Established in 2010, the LAFD Foundation supplies essential equipment and funds critical programmes for the fire service, contributing more than $25 million since 2018.
Transparency Claims and Independent Audits
The non-profit emphasised its commitment to transparency, highlighting that it undergoes independent annual audits and receives high ratings from charity evaluators. Donors have the option to designate contributions for specific programmes or projects. "We are transparent because our supporters and Angelenos deserve nothing less – and because we are proud of the work you support," the foundation wrote in its communication to supporters.
Uncertainty Over PR Firm's Specific Role
Jaime Moore, the Los Angeles Fire Department chief appointed in November, expressed uncertainty regarding the precise scope of The Lede Company's work for the agency. However, he indicated his belief that they were functioning as a public relations director. Moore also suggested they may have been involved with a controversial after-action report assessing the department's response to the 7 January wildfires.
The Los Angeles Times reported that this post-fire evaluation was edited to minimise the shortcomings of both agency leadership and the city administration. This revelation has intensified examination of how the Palisades fire and its aftermath were handled by authorities.
Growing Political Fallout and Public Criticism
The situation has sparked further criticism from fire survivors and community members who argue that leaders, including Mayor Karen Bass, failed to implement adequate preventative measures. Spencer Pratt, a former reality television star 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, highlighting the ongoing political repercussions.
This development is likely to sustain public and media scrutiny of the Los Angeles Fire Department and city officials regarding their disaster management protocols. The LAFD Foundation, the fire department itself, and The Lede Company did not provide immediate comments when approached for further clarification on these matters.
