We've mentioned on our In Brief blog that PR Newswire has opened up its service at no charge to those providing help and relief during the severe wildfire situation in Southern California. A quick look at the site shows a wide range of aid being offered: McDonald's is serving free meals to firefighters, the ASPCA is providing money for hay and other horse-related expenses, even voluntary architects and designers are pitching in. It's an example of CSR initiatives having an immediate effect.