The Scoop: Brands step up to drive LA wildfire relief efforts

As wildfires continue to devastate Southern California, companies and organizations are leveraging their digital platforms to offer messages of support, share resources and help amplify critical information. 

At least 10 people have died, and the true toll may not be clear until investigators can safely enter affected neighborhoods. Hundreds of thousands have fled as the Palisades Fire alone has destroyed up to 10,000 structures, likely to make it the costliest wildfire in U.S. history.

In the face of this disaster, businesses are using their social media reach to provide real-time updates and connect people with vital services. T-Mobile created a mobile site to share network updates and worked with safety agencies to provide connectivity solutions, including Wi-Fi routers at incident command posts. The company also made unlimited talk, text and data available to customers without these services, while encouraging donations to the American Red Cross. 

“Our heartfelt support is with everyone impacted by the devastating wildfires in California,” Jon Freier, president of T-Mobile’s Consumer Group, posted on X.

Airbnb’s non profit arm posted that it’s offering free, temporary housing to those displaced by the fires. The organization has partnered with 211 LA to connect evacuees with safe places to stay and is accepting donations to support emergency housing efforts globally. 

https://t.co/AlJ3K6ZJhq is providing free, temporary housing for people who have been displaced by the Los Angeles wildfires, in partnership with @211LACounty.https://t.co/hYgEFyJOpM

— Airbnb (@Airbnb) January 8, 2025

The Los Angeles Chargers also posted, thanking first responders and pledging $200,000 in funding to organizations like the American Red Cross and Los Angeles Fire Department Foundation. 

“The bravery, selflessness, courage, sacrifice, and compassion on display… has been remarkable,” said Chargers Chairman Dean Spanos.

Why it matters: Times like these are an important reminder of what social media can be.

X, Facebook and Instagram are crucial in helping to disseminate evacuation notices, safety updates, and calls for donations or volunteers. 

Brands can help. In these moments of strife, audiences will remember who sent thoughts and prayers and who put skin in the game, pitching in to help with volunteers, money or other resources. 

The brands that stood out are the ones who took action. Granted, not everyone is in a position to do that – many are themselves being impacted by the fire at this moment. They’ll need help. But the organizations that made it clear, with empathy and understanding, that they are the helpers, will reap the benefits down the road with PR – as well as the good karma of doing what’s right. 

In times of crisis, it’s not just about what brands say, it’s about what they do. The companies standing out during the L.A. wildfires are those taking meaningful action. The brands listed above, and many others, aren’t just sending thoughts and prayers – they’re delivering real, tangible support. 

Their actions are a powerful reminder of the impact brands can have when they use their platforms and resources for good.

Editor’s Top Reads

• President Joe Biden’s eulogy of the late Jimmy Carter, celebrated  his predecessor as a leader whose legacy is character and virtue. During the service at the National Cathedral, Biden emphasized that “strength of character is more than title or the power we hold.” Carter showed that true leadership is about more than political success or power — it’s about embodying respect, dignity and fairness, Biden said. The president went on to note that Carter’s leadership strategy wasn’t swayed by the tides of politics but remained steadfast in his mission to serve others. Biden’s tribute reminds of the power of leadership driven by authentic values and communicated through consistent, meaningful action. Communicators must ensure their storytelling is meaningful and purpose-driven.
• Meta’s decision to end its third-party fact-checking program has led to a surge in Google searches about deleting its platforms. Terms like “how to permanently delete Facebook” hit a peak score of 100 on Google Trends, according to TechCrunch. Related searches, such as “how to delete all photos Facebook” and “how to delete Instagram account without logging in,” became breakout searches, with popularity increasing by over 5,000%. Mark Zuckerberg dismissed the exodus as “virtue signaling,” his use of the term, which is popular in conservative circles, reflecting a clear shift  ahead of President-elect Donald Trump’s inauguration. The situation doesn’t feel too dissimilar to when Elon Musk took over Twitter and created the X we know today. Many people didn’t just “virtue signal” they’d leave X – they did, deeply cutting into revenue. In July 2023, Musk said his platform had lost almost half of its advertising revenue since he purchased it the previous October. Those numbers were continuing to fall as of November 2024. The phrase “Facebook alternatives” – such as Bluesky or Mastodon – has also become a popular search topic. With TikTok’s potential exit, it feels like the entire ecosystem is in tumult. Take a breath, identify where your audience is and march forward.
• American Airlines is trying to win back corporate clients after losing $1.5 billion due to a change in its business travel strategy. A central part of their comeback strategy has been what the Wall Street Journal described as a “monthslong mea culpa from American executives.” CEO Robert Isom has been calling up or meeting with leadership from the likes of IBM, Microsoft, Ernst & Young and dozens more of the airline’s large corporate customers to hear their concerns. American also hosted a customer forum in October at its headquarters. “They’re being very cooperative and open,” Lockheed’s Mark Stansbury told the Journal. The moves underscore the value of face-to-face communication. Perks and benefits and cost savings are important, but looking across the table and having a meaningful conversation is priceless.
• BONUS ITEM: The Supreme Court is hearing arguments that could save or ban TikTok. They’re expected to rule by the end of next week, before the app is set to disappear on Jan. 19. Follow the arguments here. 

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.