I do want to clarify that David Uze, during the interview, didn't even talk about the actions he took right after the earthquake/tsunami. The anecdote was brought up by one of the Freescale Japan employees.
I wanted to mention it in the story because that seems to illustrate Uze. He leads not just by talking about "doing the right thing." He actually does it himself and leads by examples.
The right response to a disaster situation can be a huge benefit to a company's reputation.
John Patterson's actions during the Dayton Flood of 1913 rescued the company from an anti-trust suit, http://home.paonline.com/knippd/whoisncr/Patterson.htm (and kept him out of jail). The actual relief was through a legal appeal, but there seems little doubt that the verdict was swayed by public opinion.
Interesting story. Freescale has done some classy stuff in emergency situtions, such as Uze's actions during after the earthquake/tsunami, and dealing with the loss of colleagues from the missing Malaysian airlines flight. (You might be able to see CEO Gregg Lowe's brief opening remarks about it here. I can't get the video to load.) The company certainly handled it with class at Freescale Tech Forum earlier this year. (All the employess has the orange ribbons on at the show.)