Good morning, and welcome to L.A. on the Record — our City Hall newsletter. It’s Alene Tchekmedyian, with an assist from Rebecca Ellis, giving you the latest on all things local government.
Last summer, the Los Angeles Fire Department enlisted a public relations firm to help shape the narrative around its response to the Palisades fire as it geared up to release its long-awaited after-action report.
The optics around the devastating fire hadn’t been good.
A Times investigation revealed that top LAFD officials failed to pre-deploy engines in Pacific Palisades, despite forecasts of dangerously high winds. Mayor Karen Bass ousted the fire chief. The thousands of residents who lost their homes were growing increasingly angry. City and LAFD officials were concerned about how the report, which was intended to examine what mistakes the department made and how to avoid repeating them, would land.
“While we have a section that deals with press inquiries, media, and interview requests, they are not equipped to deal with what I call a ‘Crisis,’” LAFD Deputy Chief Kairi Brown wrote to the Lede Company in July.
The Times obtained the email and other materials this week through the California Public Records Act. Brown wrote in the email that his brother, Jay Brown, who co-founded the entertainment company Roc Nation with Jay-Z, recommended the firm.
At the time, LAFD’s public information director position was vacant, but a staff roster shows that two captains and four firefighters were assigned to the Community Liaison Office. The captains, Erik Scott and Adam Van Gerpen, each made more than $200,000 in overtime alone last year, on top of their roughly $200,000 base salaries, payroll data show.
Scott and Van Gerpen did not immediately respond to a question about what the overtime was for.
Fire officials also met with and considered another PR firm called Cielo Strategic Communications, but ultimately selected Lede for the job. Lede bills itself as a “full-service strategy, communications and social impact consulting firm,” with high-profile celebrity clients like Kerry Washington and Emma Stone, according to its website.
The Los Angeles Fire Department Foundation, which calls itself “the official nonprofit arm of the LAFD” that provides “vital equipment and funds critical programs to help the LAFD save lives,” took care of the $65,000 bill.
The Times has described efforts by Bass and others to water down the after-action report. Lede’s role, according to internal documents, was to shield the LAFD and the mayor’s office from “reputational harm” associated with the report’s release.
Bass also was involved in media spin, with Scott writing in an Oct. 9 email that “any additional interviews with the Fire Chief would likely depend on the Mayor’s guidance.”
The documents obtained by The Times this week reveal that Lede embarked on “Media 101” training for interim Fire Chief Ronnie Villanueva, including basic tips such as: “While reporters aren’t always out to get you, they’re not your friends either.”
“Tricks” that reporters use to get people talking, according to a Lede slideshow, include: “Speculate,” “Stir the pot,” “The long pause/silence” and “Act like your friend.”
Other advice from Lede: “Stay on message and don’t volunteer information that is not asked.” Don’t “offer information to fill the silence (this is a reporter tactic).”
The Lede Company previously declined to comment on its work for the LAFD, citing client confidentiality. An LAFD spokesperson did not immediately respond to a request for comment Friday.
Other records previously released show that Lede also analyzed news articles before and after the Palisades fire — the goal was to get a sort of vibe check of LAFD from the public — and found criticism of department leadership as well as support for the rank and file.
And a communications plan developed in the event that the after-action report was leaked to reporters involved convening an “emergency briefing between LAFD, Lede, and the Mayor’s Office within 60 minutes of discovery,” as well as embargoed briefings within a day “to control the narrative and reinforce lessons learned and key actions coming out of the LAFD.”
Lede worked with the LAFD until about mid-November, when Jaime Moore took over as fire chief. A couple of months later, the agency hired a public information director, Stephanie Bishop, to lead the Community Liaison Office.
State of play
— SB CANDIDATE: Los Angeles mayoral candidate Spencer Pratt acknowledged this week that he’s living in Santa Barbara County after the Palisades fire destroyed his home. He’s allowed to use his Palisades address to vote and run for office, as long as he intends to return, election officials said.
— BASS BUCKS: Bass and City Councilmember Ysabel Jurado say they want to allot more than $360 million to developers and nonprofits creating affordable housing. The money, which comes largely from the “mansion tax,” would fund 80 projects.
— REVOLVING DOOR: A Times analysis found the longer the mayor’s signature program to battle homelessness exists, the worse its metrics are. As Inside Safe finished its third year in December, roughly 40% of the people who had gone indoors were back on the street.
— CHANGE AGENT: Everyone running for L.A. mayor wants to be a champion of change. As her first term comes to an end, Bass is campaigning on change, vowing to tackle decades-old problems. So is City Councilmember Nithya Raman, who says her decision to run was based on “a sense of urgency that things needed to change.”
—FIGHT FLOP: More than a year after California Atty. Gen. Rob Bonta charged 30 probation officers with facilitating so-called “gladiator fights” among youths inside the county’s juvenile halls, almost half of the criminal cases are falling apart. State prosecutors dismissed charges against one-third of the officers, and four more entered into plea deals Tuesday that will end with their cases dropped.
— BADGE BREACH: Sensitive police records, including personnel files, were seized by hackers in a breach involving the L.A. city attorney’s office. A group known for conducting ransomware attacks on large entities took credit for the hack, which involves 337,000 files.
— OLYMPIC OOPS: Los Angeles officials are worried that taxpayers could be on the hook for budget-busting costs to support the 2028 Olympic Games, if the profit promised by LA28 doesn’t materialize. City Atty. Hydee Feldstein Soto and Councilmember Monica Rodriguez both want a contract pledging that LA28 cover any future costs incurred by the city.
— VANISHING BLUES: Up for reelection and facing a budget deficit, Bass says she’s shifting from her original plan to grow the L.A. Police Department to the 9,500-officer force it once was. Her new goal: making sure the department doesn’t shrink from its current total of 8,677 officers, which is the lowest in nearly a quarter-century.
— PRICEY PROTESTS: A well-known LAPD critic and two attorneys are suing the LAPD after officers allegedly fired less-lethal rounds at them during a protest last summer. Activist Jason Reedy says he was shot in the groin after confronting an officer outside LAPD headquarters.
QUICK HITS
- Where is Inside Safe? The mayor’s signature homelessness program monitored 126 encampment sites across the city and visited an interim housing site.
- On the docket next week: L.A. County officials will unveil their budget for the upcoming fiscal year Monday, with the supervisors weighing in at their Tuesday board meeting.
Stay in touch
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