A Valued "Village" of Media Relationships
Background
WeShine operates three micro-villages that provide far more than shelter: they are supportive communities fostering dignity, stability, and pathways to long-term housing.
Avalon Village represented a major milestone for the organization. To maximize impact, Nexus PR:
- Designed and executed a strategic media campaign
- Coordinated two launch events: a private Preview Day for stakeholders, followed by a public Soft Opening in June 2024
- Produced creative collateral, including custom invitations and branded marketing materials, ensuring a professional, cohesive identity for the new village
The goal was clear: to generate media coverage, rally community engagement, and showcase the collaborative effort behind Avalon Village.
The Challenge
Just as construction wrapped, Avalon Village faced an unexpected crisis:
- The site was burglarized, resulting in damages and losses exceeding $10,000
- The theft threatened to delay the village’s opening, impacting dozens of individuals counting on transitional housing
WeShine urgently needed financial support, visibility, and community solidarity—and Nexus PR had to act fast.
- Nexus PR supported WeShine Initiative’s Avalon Village launch with a comprehensive PR and media campaign.
- When the project was burglarized days before opening, Nexus PR launched a rapid response communications strategy.
- Within 48 hours, Portland media coverage and community donations helped raise over $7,500, keeping Avalon Village on track to open on time.
Solution: Media Campaign + Rapid Response PR
Proactive Launch Strategy
Before the crisis, Nexus PR laid the groundwork for success by:
- Organizing stakeholder preview and public opening events
- Building excitement through targeted media outreach
- Creating branded collateral to support professional, cohesive communications
Crisis Communications Response
When Avalon Village was burglarized, Nexus PR moved quickly:
- Issued an emergency media advisory to local outlets within hours
- Coordinated interviews with WeShine leaders to tell the story with authenticity and urgency
- Highlighted the importance of community support for housing-first solutions
Less than 24 hours later, Portland’s ABC affiliate KATU News ran a feature story. The coverage resonated deeply, driving donations and visibility.
Results & Impact
The response from the Portland community was immediate and overwhelming:
- $7,500+ in donations were raised within one weekend following KATU’s broadcast
- Avalon Village opened on schedule, despite the setback
- WeShine strengthened its community credibility and donor base
- The campaign showcased how strategic PR can turn crisis into opportunity
Avalon Village today stands not only as a model of housing-first innovation but also as a testament to resilience, collaboration, and the power of community.
“This campaign demonstrated the power of timely communication, strong media outreach, and community trust.”
