LAFD hired celebrity PR firm that reps Rihanna and Reese Witherspoon for post-fire damage control

The Los Angeles Fire Department Foundation paid a celebrity public relations firm to help top LAFD officials manage their image after the deadly Palisades Fire, even as department leaders publicly complained they lacked funds for basic firefighting needs.

The foundation, which raised millions of dollars for equipment and training, quietly hired the Lede Company — whose clients include stars like Reese Witherspoon, Charlize Theron and Rihanna — to assist with communications following a fire that killed 12 people and destroyed thousands of homes, the Los Angeles Times reported.

The spending is drawing scrutiny because it had little to do with firefighting itself, at a time when the department said it was struggling to afford engines, staffing, and other core resources needed to keep the city safe.

The revelation comes as the LAFD faces criticism for altering its after-action report on the fire in ways that downplayed failures in preparation and response. The department declined to say how much was paid to the PR firm or what specific work it performed, the Times reported.

Businessman Rick Caruso, a major donor to the foundation, said he will seek an audit to ensure his contributions were not used on public relations, saying donations were intended “for the protection and service of the city of Los Angeles,” not for a PR firm. Caruso recently threw in the towel on his potential runs for LA mayor and California governor.

“The donation that our family made to the foundation is specifically intended for and limited to the protection and service of the city of Los Angeles,” Caruso told the LA Times.  “I don’t want the money we donated going to a PR firm.”