As Wildfires Rage, Broadcasters Provide Critical Coverage

Radio and television broadcasters across the country are supporting their communities as wildfires ravage California and the Pacific Northwest. Local stations are providing critical coverage to help communities stay safe and connected and raising millions of dollars to support wildfire relief efforts.

KSBW Raises Over $140,000 for Wildfire Relief

Hearst’s KSBW in Salinas, Calif., partnered with the American Red Cross of the Central Coast for a fundraiser on September 22 that raised nearly $141,000 to support wildfire relief efforts on California’s Central Coast. The station promoted the drive throughout the day, including during each edition of “KSBW Action News 8.” The CZU Lightning Complex, River, Carmel and Dolan fires destroyed nearly 1,600 structures and killed one person as they spread over close to 270,000 acres in Santa Cruz and Monterey County.

“We are honored to have partnered with the American Red Cross to help raise funds for our neighbors who were greatly affected by the wildfires,” said General Manager Laura Williamson. “We extend our deepest gratitude to our viewers and community partners for joining us in this endeavor.”

UNIVISION Supports Latino Communities and Farmworkers

Univision’s KUNP Portland, Ore., is encouraging viewers to support wildfire relief efforts, especially for communities where Latino farmer workers are affected particularly hard by the destruction. KUNP promoted efforts by the MRG Foundation, Rogue Valley Relief Fund and the League and United Latin American Citizens to collect relief items at various locations on September 25. In addition, the Oregon Health and Science University’s Latinos Unidos Employee Resource Group (LUERG) is planning efforts to help local Latino farm workers during Hispanic Heritage Month. KUNP is also providing extensive news coverage of how the wildfires are spreading, updates on evacuation measures and how members of the local Latino community are affected.

KCRA Raises More Than $1 Million for Red Cross

Hearst’s KCRA Sacramento raised more than $1 million through fundraisers to support the American Red Cross wildfire relief efforts. A virtual telethon in late August raised more than $968,000 and a donation site raised nearly $88,000 afterwards.

Thousands of people were forced to evacuate, sometimes in the middle of the night with only the clothes on their backs. Despite additional challenges created by the pandemic, Red Cross volunteers distributed blankets, comfort kits and other relief items.

KDRV Raises Relief Funds and Keeps Community Informed Through FireWatch

Allen Media Broadcasting’s KDRV and KDKF in Medford, Ore., launched the Southern Oregon Fire Relief Fund on September 11 to support the American Red Cross relief efforts in the aftermath of the Almeda Fire. The station promoted the drive heavily across all broadcast and digital platforms. So far, they have raised nearly $132,000. KDRV’s FireWatch web page provides up-to-the-minute coverage of area wildfires to help keep families safe and prepared.

KVAL One-Hour Special Reports on Wildfires and Encourages Donations

On September 28, Sinclair’s KATU Portland, KTVL Medford, KMTR Eugene and KVAL Eugene, Ore., aired a live, hour-long special on the impact of the wildfires and efforts to provide relief. The special also included information on “Sinclair Cares,” the company-wide campaign to raise funds for wildfire victims. In addition to airing in prime time on all four stations, it streamed live on each station’s website.

KVAL also encouraged viewers to donate food and drinks to support community members affected by the fires. The original donation center filled up within hours and another one opened to support these efforts.

Your local broadcasters are on the front lines providing critical support to their communities, even as they struggle from a steep decline in advertising revenue. Read more stories about broadcasters’ public service at WeAreBroadcasters.com/PublicService.