As many parts of Canada are finally released from winter’s mighty grip, another season has already begun: wildfire season.
Last year was one of the worst wildfire seasons on record, including a devastating fire that ripped through Jasper, Alberta. Climate change is making wildfires in Canada more common and intense. However, an analysis done by Re.Climate found that many stories in the country’s national media are not linking wildfires to climate change. Our research also found two common misinformation narratives around the causes of wildfires that started on social media and then moved into the political discourse: poor forestry management and arson.
What can climate communicators do to change the narrative? We have nine recommendations to help you get started this wildfire season.
These tips were developed working alongside other communications professionals in a Community of Practice.
1.Prepare ready-to-go content ahead of time
Make easy-to-understand information sheets for journalists that include facts and figures about how climate change, driven by the burning of fossil fuels, is intensifying wildfires, affecting communities, the economy, and people’s health. Always cite where your information comes from. Share these materials with journalists before disaster seasons start, so they’re prepared. Check out this example from the Canadian Climate Institute.
Also, have public education materials ready, like graphics for social media, and post them right away, as people usually start looking for information during the first day or two after a disaster happens. Re.Climate has pulled together a list of helpful resources for journalists that you can also use for your communications efforts. You can find the list here.
Looking for more tips? Read our Wildfires and “Un-Natural” Disasters tip sheet.
2. Spring is a good time to reach out to reporters
In late spring, organize an editorial briefing or training session to explain how scientists link weather events to climate change. Share helpful tools and experts they can talk to for their stories.
3. Have a variety of messengers on standby
Use a wider range of spokespeople, such as local officials, firefighters, healthcare workers, emergency responders, economists, and insurance brokers. Engage these experts early in news stories to provide credible information about climate events as they unfold.
Also, connect with people who have lived through extreme weather when things are calm. Help them prepare to share their stories with the media so they can be strong voices in future campaigns. A great example of this is My Climate Plan’s “Don’t Let Canada Burn” campaign that happened last year.
4. Change up your story angles
Suggest new approaches to wildfire stories by featuring diverse spokespeople and highlighting impacts on different groups. For example, share how wildfires affect businesses like hotels and tourism to help people see the broader impacts of the fires. See this story from Reuters as an example.
Climate communicators play a key role before, during, and after wildfires, and must remain attuned to the media cycle throughout. Before wildfire season, help people understand that these events are getting worse due to climate change, caused mainly by burning fossil fuels. This is a good time to share backgrounders and fact sheets with journalists, host press briefings, and train your media spokespeople, so they’re ready when fires start.
During a wildfire, focus on safety and show empathy for those affected, while clearly explaining the climate connection and offering expert interviews. Be ready to correct misinformation, especially conspiracy theories that spread quickly and can cause real harm. Also, include local media in your media outreach, as they are the go-to resource for people in the community looking for information.
After the fire, when the media turns to making sense of what happened, you can offer op-eds, letters to the editor, and reports linking the severity of wildfires to climate trends (see this example from Climate Central), with expert insights and human stories, such as stories of people impacted. By being prepared, compassionate, and clear at every stage, communicators can help people understand what’s happening and what we can do to build a safer future.
5. Stop false information before it spreads
Misinformation is an unfortunate reality during wildfires. Climate communicators can proactively counter misinformation by building relationships with the media and training spokespeople to respond effectively. They should also actively monitor potential misinformation risks and create a rapid response plan.
To respond effectively to misinformation, it’s crucial to act quickly and transparently, providing clear, factual information before it spreads too far. Engage trusted spokespeople and experts to deliver the message through the local media and other channels. Read more tips on addressing misinformation here.
6. Show empathy for those who are impacted
Consistently demonstrate care and understanding for those affected by extreme weather, using trauma-informed storytelling techniques. At the same time, clear up false information and encourage the government to take action on climate change to protect communities.
7. Explain how Canada’s actions matter
Explain that climate change is a worldwide issue, and Canada can’t solve problems like wildfires or extreme weather on its own. However, every bit of pollution we cut matters, and Canada is a major contributor. Countries with strong economies, such as Canada, need to set regulations for polluters and develop new solutions. We should lead by example and keep up with the big investments in clean energy that countries like China and the United States are making. Tackling climate change requires action from everyone around the world.
From Re.Climate’s Wildfires and “Un-Natural” Disasters tip sheet
8. Use the right visuals to tell a powerful story
Images are among the most powerful tools for communicating the realities of climate change, particularly when they highlight real people, emotionally charged moments, and local impacts.
A single photo might not capture the full scope of the story. In that case, a collage can be even more effective, showing, for example, firefighters refuelling on the front lines, the bustle of an evacuation centre, and the aftermath of wildfire damage to homes and communities. These visuals not only make the risks and impacts of climate change more relatable but also illustrate the scale of the challenge.
The most impactful images show faces and human stories: people defending their homes, evacuating, or supporting each other in times of crisis. Including scenes of medical impacts, such as people wearing masks or patients affected by smoke, can further underline the real health consequences. To maximize impact, avoid images that distance the viewer, such as people casually observing flames from afar. Instead, focus on visuals that show the emotional, personal, and collective response to climate change at scale. See more tips and examples here.
9. How to frame wildfires and climate change
As communicators, we all know that the language we use is important in telling the stories we want to share. Here is some messaging to help get you started.
- Climate change is already impacting us directly—whether through health issues, homes burned down by wildfires, or entire communities devastated in places we know and love. Events like the wildfires in Fort McMurray and Jasper, AB, show that this is happening now.
- We’re all in this together—climate change is a global issue affecting everyone. Let’s unite and take action to protect the people and places we care about and ensure a livable future for everyone.
- The frequency of disasters is increasing, and it’s not a coincidence. Extreme weather events like hurricanes, floods, and wildfires are happening more often because of climate change. These are the consequences of our changing planet.
- The root cause of climate change is pollution from burning fossil fuels, such as oil, gas, and coal. These fuels release carbon emissions into the atmosphere, driving the rise in global temperatures and causing extreme weather events. To address this, we must regulate pollution and hold those responsible accountable.
- Wildfires, floods, and other natural disasters will continue to worsen unless we reduce emissions to zero. Burning fossil fuels must stop now to prevent further damage to our communities and environment.
- There is an urgent need for action. Millions of Canadians are already calling on our governments to take bold steps to regulate fossil fuel pollution. It’s time to join them and demand the change we need to protect our future.
Communicators can help change how wildfire stories are told
As Canada transitions into wildfire season, it’s clear that the threat of wildfires is not only persisting but intensifying, driven by the ongoing impacts of climate change. However, despite growing scientific consensus linking climate change to the rise in wildfire activity, this connection is often missing from national media coverage. That’s why it’s crucial for climate communicators to proactively shape the narrative by preparing clear, accessible resources, engaging a diverse range of voices, and addressing misinformation swiftly.
The good news is that the number of Canadians connecting wildfires to climate change is increasing. And by following the nine recommendations outlined above, communicators can help ensure that even more Canadians, policymakers, and media understand the true drivers behind Canada’s wildfire crisis. Ultimately, reframing wildfire coverage to emphasize the role of climate change not only informs but also empowers Canadians to support meaningful solutions.
Want more information? Read our Wildfires and “Un-Natural” Disasters tip sheet and blog.
Jennifer Mayville is Re.Climate’s Strategic Services Director.
