I saw a video of this engagement yesterday on the news. This guy's fall was coincidental with a rifle report. He immediately began bleeding. Can't say if it was a direct, aimed shot versus a ricochet; but it definitely wasn't a staged photo shoot.
The Pali bullet-spraying event was posed/staged/planned, IMO, but the anguish on the face of the guy in the aftershot shows they weren't expecting any serious return fire.
Ricochets can kill cleanly, can't rule it out -- but I think a rifleman squeezed one off from an elevated position.