Los Angeles Fire Department Hires Celebrity PR Firm Amid Criticism Over Palisades Fire Response

The Los Angeles Fire Department's non-profit organization admitted to paying a leading communications agency $65,000 to represent the department following the Palisades fire.

CONTENT:

In the aftermath of the destructive Palisades fire that ravaged parts of Los Angeles in 2025, the Los Angeles Fire Department's (LAFD) official non-profit organization found itself under intense scrutiny, facing criticism over its handling of the disaster. Amid this growing backlash, the non-profit, named the Los Angeles Fire Department Foundation, acknowledged that it had paid a sum of $65,000 to a well-known public relations (PR) firm to represent the department last year, according to an article published by The Guardian on January 29, 2026.

The PR firm, which is known for representing high-profile celebrity clients, was reportedly hired to help shape the messaging and public image surrounding the department's response to the Palisades fire. The decision to bring on the PR firm came as the LAFD was facing mounting criticism from the public and media over its handling of the disaster.

The Palisades fire, which broke out in October 2025, burned over 2,000 acres and destroyed dozens of homes in the affluent Palisades neighborhood of Los Angeles. The blaze, which was considered one of the most devastating in the city's history, exposed several issues with the LAFD's response, including delayed evacuation orders and a lack of clear communication with residents.

The LAFD Foundation, which is a separate entity from the fire department, had raised significant funds in the aftermath of the fire to support the affected communities. However, the decision to hire a celebrity PR firm to manage the department's messaging raised concerns among some observers, who felt that the resources could have been better utilized towards directly assisting the victims.

The Guardian article, which was based on interviews with sources familiar with the matter, reported that the LAFD Foundation had signed a contract with the PR firm in November 2025, just weeks after the fire. The PR firm reportedly began working on crafting messaging for the department and its officials, focusing on their efforts to help the affected communities and reassure the public.

Despite the controversy surrounding the hiring of the PR firm, LAFD officials defended the decision, stating that it was necessary to ensure that accurate and clear information was being communicated to the public during a time of crisis. However, some critics argued that the department should have had its own communications team in place to handle such situations.

The revelation of the LAFD's hiring of a PR firm came as other major cities, such as San Francisco and Seattle, were facing similar criticisms over their responses to natural disasters and the use of outside PR firms to shape their messaging. The trend of cities turning to PR firms for crisis communication has raised questions about the role of public image in disaster response and the potential for conflicts of interest.

As the fallout from the Palisades fire continues, the LAFD and its officials will face increased scrutiny over their handling of the disaster and their decision to hire a PR firm to manage their messaging. The incident serves as a reminder of the importance of clear and effective communication during times of crisis and the need for transparency and accountability from public organizations.

Sources:

• The Guardian (https://www.theguardian.com/us-news/2026/jan/29/la-fire-department-wildfires-pr)