Amid raging West Coast wildfires, a flurry of communication efforts

The deadliest California fire in 85 years is inciting new conversations for communicators trying to reach scared and vulnerable audiences.

The Camp Fire has destroyed more than 6,000 homes and burned 111,000 acres, making it the most destructive fire in state history. As rescue workers try to help displaced people and Californians come to terms with yet another disaster, communicators have been working hard to deliver their messages.

Many organizations use online newsrooms to share updates and post news releases for easy access. The City of Malibu turned to its newsroom to talk directly to residents about the massive blaze threatening that area.

The mayor addressed constituents in a post, which read in part:

As we enter into the fourth full day of the Woolsey Fire, the entire City of Malibu still remains under mandatory evacuation. We urge those who have not yet evacuated to get out of the City now. We know this is an extremely stressful time, and our primary concern is for your safety. Be vigilant and heed the direction of our public safety officials, which will help them do their work to protect your homes.