How to Post on Social Media During Wildfires

5 Tips from Environmental Experts

2025’s summer has already brought severe wildfires to Canada, Spain, Greece, and Turkey. With record-breaking heatwaves sweeping Southern Europe and North America, thousands of hectares have burned, air quality alerts have spiked, and millions have faced evacuation or health risks. As these extreme events dominate headlines, many brands are struggling to communicate responsibly—balancing urgency, empathy, and science.

If your organization is facing wildfire or heatwave crises this season, here are 5 essential crisis communication tips from environmental experts to help you build trust, clarity, and credibility.

How to Communicate Wildfires as a Brand

2025’s summer has already brought extreme wildfires to Canada, Spain, Greece, and Turkey. As climate change intensifies, brands face new challenges: How do you communicate during wildfires? How can your sustainability strategy help you build trust and support your community? This guide from altX Climate offers actionable tips for climate communication and crisis response.

Share Trusted, Real-Time Information Clear, timely updates are the foundation of effective climate communication during wildfires.
Connect Communication to Your Sustainability Strategy Explain how your brand’s climate change response aligns with your sustainability commitments.
Show Empathy and Responsibility Empathetic communication builds trust—don’t ignore or downplay the crisis.
Keep Your Audience Informed—Before, During, and After the Wildfire Consistent climate communication, not just when disaster strikes, positions your brand as a leader.
Prepare Your Crisis Plan: Communication During Climate Change A robust sustainability strategy includes a ready-to-launch crisis communication plan for wildfires and other climate emergencies.