PASADENA MEDIA COLLABORATIVE FOR WILDFIRE COVERAGE

Wildfire relief

San Gabriel Valley

Expand existing project, program, or initiative (expanding and continuing ongoing, successful work)

The Eaton Fire community is grappling with a severe information gap—over 40% of residents report lacking reliable access to timely updates during disasters, leaving thousands vulnerable in moments of crisis. This communication void disproportionately affects low-income families, seniors, and non-English speakers, many of whom face barriers to accessing traditional media. Without a coordinated media response, misinformation spreads rapidly, trust erodes, and recovery is hindered. An online media collaborative can unify local voices, ensure equitable information flow, and build community resilience. With climate-related wildfires increasing 2x in the region over the past decade and evacuation orders becoming more frequent, the time to act is now. A community-driven media hub can bridge the divide, amplify trusted messengers, and provide critical, culturally relevant updates when lives are at stake. The safety and cohesion of Eaton’s 25,000 residents depend on it.

The Pasadena collaborative media project will unite five trusted local media entities—Pasadena Media Foundation/LocalNewsPasadena.com; The South Pasadenan, Pasadena Black Pages, Friends of the Miracle Mile and Culture Honey in a coordinated effort to deliver timely, accurate, and equitable information to the Eaton Fire community. Each partner brings unique strengths: three news agencies will lead local reporting and access to information. They will also provide video broadcasts. This grant funding will allow the collaborative to develop Spanish-language coverage, cultural relevancy, and outreach to underserved Latino neighborhoods. The grant funding will allow the collaborative to produce digital content, social media engagement, and peer-to-peer communication to reach younger audiences.
The structure will include a central editorial coordination team with representatives from each organization, ensuring consistency, avoiding duplication, and upholding journalistic standards. Shared tools, such as a community information hub, centralized calendar, and rapid-response SMS/email alert system, will enable seamless collaboration. Regular community listening sessions and editorial meetings will guide coverage priorities, ensuring that the media collaborative stays responsive and accountable. By leveraging the collective reach and expertise of all four partners, the project will close critical communication gaps, build trust, and empower the Eaton Fire community.

If the media collaborative succeeds, LA County will be better informed, more connected, and more resilient in the face of disasters. Communities like Altadena and Pasadena will have equitable access to timely and culturally relevant information before, during, and after emergencies. Trust in local media is expected to increase, particularly among historically underserved groups, as residents see their voices reflected in the coverage. Collaboration between media outlets reduces misinformation and amplifies the voices of trusted messengers. Preparedness will increase as more residents become familiar with evacuation routes, safety plans, and recovery resources. Local stories of survival and rebuilding will foster unity and healing. Ultimately, the success of this collaboration will demonstrate how inclusive, community-driven media can strengthen civic engagement, emergency response, and long-term recovery across LA County, ensuring that no neighborhood is left behind in times of crisis.