In the wake of January’s wildfires, a coalition of public relations professionals in Los Angeles is stepping up to assist local businesses that suffered significant losses.
The LA Strong Comms Coalition is providing pro bono services to help these small businesses tell their stories as they begin the arduous process of recovery and rebuilding their customer base.
Jennifer Acree, a member of JSA+Partners, expressed the coalition’s mission clearly: “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.”
As many survivors face the daunting task of rebuilding, the coalition aims to connect qualified volunteers with small businesses that require support. Acree noted, “There are so many people that want to help them, but they don’t know how.”
The LA Strong Comms Coalition is just one part of a broader movement in Los Angeles, where various groups are rallying to aid wildfire victims. In addition to PR services, support ranges from donations of books and laundry services to assistance with architectural modeling and recovery planning.
Acree, who personally lost her childhood home in the Palisades Fire, founded the coalition shortly after the disaster struck. She found that helping others was a way to cope with her personal loss during this challenging time.
Since its inception, the coalition has recruited over 40 public relations professionals, including those from small firms such as Karsha Chang Public Relations and Hustle&Co, along with larger agencies like Zeno Group Los Angeles and Weber Shandwick.
While their primary focus has been assisting businesses impacted by the Palisades Fire, there is a notable intention to extend their services to more businesses in Altadena.
According to an analysis by the Los Angeles County Economic Development Corporation, the Palisades and Eaton fires have collectively affected more than 1,800 businesses, leading to an estimated $4.6 billion in projected economic losses over the next five years.
Many of the affected businesses qualify for disaster loans from the Small Business Administration. However, as public attention wanes months after the fires, survivors are still grappling with the long wait for recovery.
“We’re really trying to develop long-term, sustainable campaigns,” Acree added, emphasizing the need for continued support as many businesses begin to find their footing once again.
Among the coalition’s pro bono clients is Robert Flute, who lost both his home and his new venture, Flour Pizzeria & Cafe, in the Palisades Fire. His decision to expedite the opening of a new location in Brentwood led him to connect with the coalition for public relations assistance.
Flute praised the coalition’s quick action, stating, “These guys went to work right away. I know how difficult it is to get PR and to pitch news outlets and get earned media and tell a story.”
With the coalition’s help, Flute’s story reached a dozen local news outlets, resulting in a robust launch event on Valentine’s Day that drew lines of eager customers, many of whom were fire victims and first responders.
Another small business, Bonjour Fête, a party supply store that suffered extensive damages and inventory loss in the Palisades Fire, benefited significantly from the coalition’s support.
CEO Rachel Huntington shared her experience, stating that finding a long-term brand strategy had been the last thing on her mind during the chaos of recovery. “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,” she said.
In addition to Flute and Huntington, several other small businesses are collaborating with the coalition to navigate their recovery efforts, including:
– Fable, a mobile petting farm whose owners lost their home and corrals in the Eaton Fire.
– Root + Petal, a mobile florist formerly connected to Palisades Flowers, which was destroyed in the Palisades Fire.
– BoxUnion, a gym chain whose owners also lost their homes, currently offering 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 in the wildfires.
As the coalition continues its work to assist these businesses, it highlights the resilience of the Los Angeles community and the collective effort to support each other during times of crisis.
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