The Los Angeles Fire Department Foundation has confirmed it paid $65,000 to hire a celebrity public relations firm to help shape messaging after the Palisades fire last year. The foundation, which raises funds for the department, said the money was used to hire the Lede Company, an agency that has represented stars such as Rihanna and Reese Witherspoon.
The move came amid growing criticism of the department's handling of the disaster. The foundation stated that the funding was provided because the department's communications director role was vacant, and the department determined the scope of work. The LAFD confirmed that at the time, it lacked a public information director and needed help managing a high volume of media requests.
The LAFD chief, Jaime Moore, told the Los Angeles Times he was unsure of the Lede Company's exact role but believed they acted as a PR director and may have been involved in a controversial after-action report. That report, issued after the fire, was reportedly edited to downplay shortcomings of agency leadership and the city.
The foundation, established in 2010, has provided over $25 million to the department since 2018. It said it operates transparently and is independently audited. The latest revelation is likely to intensify scrutiny of the department and city officials, including Mayor Karen Bass, who have faced criticism from fire survivors.
