The Los Angeles Fire Department Foundation has hired a prominent public relations firm to assist the Fire Department with image management following the tragic Palisades fire. This move seems somewhat ironic, especially since the department’s leadership has expressed concerns about inadequate funding for essential firefighting resources.
The foundation, which has collected millions for equipment and training, engaged the Lede Company, a firm that has worked with high-profile clients like Reese Witherspoon and Rihanna. Their role was to help shape communications after a fire that resulted in 12 fatalities and destroyed numerous homes, as reported by the Los Angeles Times.
This expenditure has sparked questions, particularly since it seems to divert funds from crucial firefighting needs—resources that the department claims it is currently lacking, such as fire engines and personnel.
In addition, the Los Angeles Fire Department is under scrutiny for revising its after-action report on the fire, allegedly downplaying its preparedness and responsiveness failures. The specifics regarding the PR firm’s fees and the tasks they undertook have not been disclosed, according to the Times.
Rick Caruso, a businessman and significant donor to the foundation, has voiced his discontent. He noted that his contributions aimed to directly benefit the safety of Los Angeles, not to finance a PR firm, and he plans to request an audit to determine whether his donations were used for public relations purposes. Caruso recently decided not to run for mayor or governor.
“The donations we’ve made are specifically for the purpose of protecting and serving the city,” he told the LA Times. “We do not want our money going to a public relations company,” he added, reflecting a common sentiment among donors who expect their contributions to directly impact public safety.
