Clearing the Air: A Case Study in Rapid, Multi-Channel Emergency Communications

When the Lineage Logistics cold storage facility in Finley, Washington, caught fire on April 21, 2024, it ignited more than just flames. Over the next eight weeks, the 525,000 square foot warehouse smoldered, blanketing the surrounding rural community in heavy smoke and uncertainty. For residents, questions piled up quickly: Was the air safe to breathe? What was in the water? Who was going to help? At the center of those answers was the Communications team at Benton-Franklin Health District (BFHD). 

As firefighters battled the blaze, the BFHD Communications team stepped in to battle misinformation, build trust, and ensure the community had access to accurate, timely, and life-protecting information. Their work began in May, with the first on-site visit and rapid preparation for an escalating emergency. In less than 24 hours, the team launched a dedicated Lineage Fire Response webpage, designed to be a one-stop hub for updates on air quality, water safety, and public health alerts. This site would become a cornerstone of the district’s outreach strategy, housing critical information for weeks to come. The digital work was just the beginning. 

Over the course of the response, the Communications team published more than 11 social media updates, coordinated press coverage across regional outlets, and established multiple channels for two way communication—including a dedicated email address, phone line (including text message), and in-person assistance at events. Understanding that many residents lacked reliable internet or cell service, the team broadened their approach. Working alongside epidemiologists, the Performance Management team and ICS structure, Communications created visual mailers and sent them to every household within a one mile radius of the fire. The mailers included fire updates, emergency grant information, and a community impact survey—written in plain language (also including information in Spanish) and designed to empower residents, not overwhelm them. 

Despite the rural setting, BFHD received a 22% response rate—remarkable for a printed, physical survey—and only 4% of the mailers returned as undeliverable due to the rural area. The location of the fire in Finley presented some challenges as it was an unincorporated part of Benton County and some of the addresses that showed online didn’t necessarily match a mailbox. For residents who were homebound or hard to reach, Communications helped coordinate personalized outreach through texts, phone calls, and door-to-door visits. The team also helped amplify and support drive-thru resource events organized by BFHD and Emergency Management, using social media, earned media and the CodeRED emergency alert system to inform residents. 

These events resulted in the distribution of over 1,500 N95 masks, 253 air purifiers, and more than 300 educational flyers about fire-related health concerns. And even after the fire was extinguished on June 20, the team’s efforts didn’t stop. Communications led planning for a high-profile Joint Legislative Meeting held on October 1, 2024, which brought together local, state and federal leaders and elected officials including Congressman Dan Newhouse to address the long-term public health and environmental consequences of the fire. 

From writing and distributing the official media release to crafting legislative messaging and coordinating event logistics, the Communications team ensured that BFHD’s priorities—like increased funding, stronger monitoring systems and better building material documentation—were clearly communicated and strategically framed. The Lineage Logistics fire tested every aspect of BFHD’s emergency response—but it also demonstrated the foundational role of communications in public health. Whether through social media updates, face-to-face conversations, or targeted legislative messaging, the Communications team made sure the community never felt left in the dark.

As firefighters battled a large warehouse fire in Finely, WA, the BFHD Communications team stepped in to battle misinformation, build trust, and ensure the community had access to accurate, timely, and life-protecting information.