After wildfires, PR pros pitch in to help struggling businesses tell their stories

A group of public relations professionals in Los Angeles is providing free services to small businesses that suffered losses from January’s wildfires.

The effort is part of a growing wave of people donating their expertise to help survivors at a time when many damaged businesses are just beginning to think about recovery and rebuilding their customer base.

The LA Strong Comms Coalition is currently helping eight local businesses tell their stories as they work to rebuild — and looking for more.

“  It's a really long road for all these businesses and we just want to do what we can to highlight what they're doing to drive more business to them,” said Jennifer Acree of JSA+Partners. “There are so many people that want to help them, but they don't know how.”

The group’s pro bono public relations effort is one of many examples of volunteers and professionals rallying to support Los Angeles wildfire victims in need. Other groups are donating everything from books and laundry services to architectural modeling and recovery planning assistance.

Acree, who lost her childhood home in the Palisades Fire, launched the coalition in the days after the fires to help people in her community whose businesses were damaged or lost.

“ It was helping me cope with everything that was going on by helping other people,” she said.

The coalition has since enlisted more than 40 PR pros, from small firms like Karsha Chang Public Relations and Hustle&Co to big ones like Zeno Group Los Angeles and Weber Shandwick.

The group has primarily been working with those affected by the Palisades Fire, but Acre they’re especially looking to work with more Altadena businesses.

Business impact

The Palisades and Eaton fires affected more than 1,800 businesses, according to an analysis by the Los Angeles County Economic Development Corporation. Business disruptions within the fire zones are projected to cause more than $4.6 billion in lost economic output over the next five years.

Many of those businesses are eligible for disaster loans from the Small Business Administration. Months after the fires, Acree said public attention has waned, but many surviving businesses are just starting to get back on track.

“We’re really trying to develop long-term, sustainable campaigns,” she said. “This has kind of gotten off the front page of the media, and we want to make sure that these businesses continue to get support.”

Pro bono clients

Robert Flute lost his home in the Palisades Fire as well as his businesses: Flour Pizzeria & Cafe, which he opened in 2023.

Flute had already been planning to open a new location in Brentwood. After the fire, he decided to open it sooner and connected with the coalition to help with the launch.

“ These guys went to work right away,” said Flute. “ I know how difficult it is to get PR and to pitch news outlets and get earned media and tell a story.”

Acree and her colleagues helped get Flute’s story featured by a dozen local news outlets. When he opened the new store on Valentine’s Day, giving free pizzas to fire victims and first responders, the line was an hour-long line.

Palisades party supply store Bonjour Fête was heavily damaged in the Palisades Fire and all of its inventory lost.

With her community devastated, CEO Rachel Huntington said long-term brand strategy was the last thing on her mind, until the LA Strong Comms Coalition stepped in to help her.

“I've been in this state of trying to figure stuff out, you know, insurance and all the things that you're tasked with when these kinds of situations happen,” said Huntington. “It’s hard to focus on this part of the job where I need to go out and promote this thing, when I'm just trying to doggy paddle over here.”

Rachel Huntington of Bonjour Fête stocks the shelves of her flagship storefront in Palisades, which closed in January because of wildfire damage.

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Courtesy Bonjour Fête

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Support impacted businesses

Other small businesses working with the coalition include:

• Fable, a mobile petting farm business whose owners lost their home and corrals in the Eaton Fire.
• Root + Petal, a mobile florist operated by the former manager and lead designer of Palisades Flowers, which was lost in the Palisades Fire.
• BoxUnion, a chain of gyms whose owners lost their homes in the fires and now offer free classes for evacuees and first responders.
• This Girl Walks Into A Bar, a boutique bartending company that lost all of its equipment and supplies.

If you represent a struggling small business interested in receiving support from the coalition, you can fill out this form to get in touch.