In the ashes of the Palisades Fire, which claimed 12 lives and razed thousands of homes in January 2025, the Los Angeles Fire Department faced searing scrutiny over its preparedness failures. Yet, as donors poured millions into the LAFD Foundation for equipment and training, the nonprofit quietly retained The Lede Company—a public relations powerhouse known for representing stars like Reese Witherspoon, Charlize Theron, and Rihanna—to craft messaging amid the fallout, Los Angeles Times reports.

The Palisades blaze erupted on January 7, 2025, in Pacific Palisades, fueled by ferocious Santa Ana winds that propelled it across more than 1,200 acres. It reignited from the unextinguished Lachman fire on January 1, sparked by a former resident now facing federal charges. Firefighters complained of smoldering ground, but a battalion chief ordered them to withdraw and coil hoses, leaving embers that later exploded. LAFD leaders, citing budget constraints, skipped full pre-deployment of engines despite dire forecasts, a choice later scrubbed from official records.

Months later, the foundation—with net assets of $12.3 million—channeled donor funds to The Lede Company for ‘communications support.’ Foundation president Liz Lin stated: “The LAFD Foundation provided communications support by hiring the Lede Company as part of its mission to provide resources to the LAFD. The Foundation was not involved in the services provided by the Lede Company. Specific details regarding the Department’s use of the Lede Company should be addressed by the LAFD.” Neither side disclosed the contract’s cost or scope, with a Lede representative declining comment on client matters.

Watered-Down After-Action Report Ignites Internal Revolt

At the controversy’s core sits the LAFD’s October 8, 2025, after-action report, penned by Battalion Chief Kenneth Cook. His original draft lambasted decisions like skimping on pre-deployments as misaligned with red-flag policies and fiscal restraint overriding safety. The public version flipped this, claiming efforts ‘went above and beyond’ standards, rebranded ‘failures’ as ‘primary challenges,’ and axed mentions of crews idling over an hour for assignments or breaching national firefighter safety guidelines, per analysis of seven drafts obtained via records request, FireRescue1 details.

Cook rejected the final cut in an email to interim Fire Chief Ronnie Villanueva: “Having reviewed the revised version submitted by your office, I must respectfully decline to endorse it in its current form. The document has undergone substantial modifications and contains significant deletions of information that, in some instances, alter the conclusions originally presented… the current version appears highly unprofessional and inconsistent with our established standards.” Edits spanned two months in closed sessions, sans Cook’s input.

Drafts bore marginal notes urging a ‘positive’ cover swap from fiery palms to frontline heroes; the seal prevailed. New Chief Jaime Moore, meeting Lede early in his tenure, mused: “I’m assuming they had something to do with the after-action report, because they’re a PR firm… So my assumption would be they were using a PR firm as the PR director.” The department dodged queries on Lede’s report role, invoking federal proceedings.

Crisis Team Races to Control the Narrative

Pre-release alarms rang in July emails. Assistant Chief Kairi Brown rallied a ‘crisis management workgroup’: “The goal of the internal crisis management team ‘is to collaboratively manage communications for any critical public relations issue that may arise. The immediate and most pressing crisis is the Palisades After Action Report. With significant interest from media, politicians, and the community, it is crucial that we present a unified response… allowing us to create our own narrative rather than reactive responses,’” Los Angeles Times reveals.

Moore conceded dilutions but shunned blame hunts: “It is now clear that multiple drafts were edited to soften language and reduce explicit criticism of department leadership… nothing of this sort will ever again happen while I am fire chief.” On Lachman mop-up: “We have to own that… our mop-up and verification process needed to be stronger.” He launched a Professional Standards probe and tapped the Fire Safety Research Institute for review.

Mayor Karen Bass’ office got drafts for ‘refinements’ via Fire Commission President Genethia Hudley Hayes. Spokesperson Clara Karger countered: “The report was written and edited by the Fire Department. We did not red-line, review every page or review every draft.” Bass distanced: “That’s a technical report. I’m not a firefighter.” She ordered an independent Lachman inquiry post-reporting.

Donor Fury Targets Charity Spending

While LAFD decried shortages, foundation cash funded PR—not pumps. Developer Rick Caruso pledged $5 million ($1 million yearly), but one aide boards the foundation. He fumed: “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… I don’t want the money we donated going to a PR firm.” He demands Lede spending details and an audit, threatening to halt future gifts absent transparency.

Mayoral hopeful Austin Beutner, whose home burned, blasted “an unconscionable lack of transparency,” urging truth for the dead and displaced. CharityWatch’s Laurie Styron flagged caginess as “eyebrow-raising,” pressing disclosure. X buzz amplified outrage, with @JohnKobyltRadio decrying diversion of gear funds and @lisa_4_la listing undisclosed payments alongside report tweaks.

The foundation touts $42 million allocated post-fires, $15 million deployed for tools, per its site. Yet PR outlay jars amid 97% city budget tied to personnel, leaving scant for gear—its raison d’être.

Probes Mount as Leadership Vows Reform

Federal grand jury eyes Lachman texts; victims sue over holdovers. Moore prioritizes fixes: updated pre-deployment for extremes, though he doubts more boots could quell such fury. Commissioner Sharon Delugach stressed learning over blame. Councilmember Monica Rodriguez hailed Moore’s candor as “a refreshing change,” despite evasion detours.

Palisades Recovery Coalition’s Maryam Zar scorned: “when news came out that this report had been doctored to save face, it didn’t take much for [residents] to believe that was true.” As winds howl anew, questions linger: Did celebrity spin eclipse safety, and will audits restore donor faith?