CASE STUDY
REBUILDING TRUST AMID A PUBLIC HEALTH CRISIS
Mental Health and Addiction Association of Oregon
Public Relations | Media Relations
The Challenge
Helping a non-profit organization regain public trust
Following the passage of Oregon’s Measure 110 and the surge in fentanyl use during the COVID-19 pandemic, the Mental Health and Addiction Association of Oregon (now The Peer Company) became one of the state’s most visible organizations addressing addiction and recovery. After opening Multnomah County’s Behavioral Health Resource Center in downtown Portland, the organization faced intense public scrutiny and sustained negative media attention while preparing to launch its new Peer Recovery Campus.
The Approach
Building credibility through authentic storytelling
Amico developed and executed a year-long strategic communication and media relations campaign designed to reposition The Peer Company as a trusted leader in addiction recovery. We elevated Executive Director Janie Gullickson’s powerful personal story, built proactive relationships with reporters, coordinated interviews and messaging, and partnered with organizations including Multnomah County and the Portland Police Bureau to shift the public conversation from controversy to solutions.
The Results
From target of public criticism to trusted media resource
The organization’s public profile changed dramatically. Negative coverage gave way to extensive positive reporting across local, national and international media, including dozens of favorable news stories, two front-page features in The Oregonian, and coverage reaching audiences as far away as South Korea and Norway. The Peer Company transformed from a frequent target of criticism into a trusted media resource and respected voice on addiction recovery while successfully retaining its county contract.
CASE STUDY
HELPING FAMILIES ADVOCATE FOR THEIR CHILDREN
Wiscarson Law
Public Relations | Media Relations
The Challenge
Turning awareness into advocacy
Families raising children with disabilities often find themselves overwhelmed by special education processes, legal requirements and school district procedures. Many struggle to advocate effectively for services their children are legally entitled to receive.
The Approach
Empowering families through authentic storytelling
Drawing on both professional communications experience and personal experience as the parent of a son with autism, Kelliann Amico helped families share their stories through local and national media. Communications highlighted constructive solutions while increasing public understanding of educational equity and the importance of collaboration between families and schools.
The Results
Giving parents the confidence to navigate complex systems
Media coverage helped individual families secure appropriate educational services while encouraging countless other parents to become stronger advocates for their own children. The work reinforced Wiscarson Law’s leadership in protecting the educational rights of students with disabilities.
CASE STUDY
PREPARING SCHOOLS BEFORE CRISIS STRIKES
Charter School Capital
Public Relations | Crisis Readiness
The Challenge
Helping educators prepare for their most difficult day
School leaders routinely face the possibility of crises ranging from campus violence and financial misconduct to natural disasters and leadership transitions. Yet many charter schools lacked practical communication plans capable of guiding administrators through rapidly evolving situations.
The Approach
Turning preparation into confidence
Amico partnered with Charter School Capital to develop a comprehensive crisis communication framework specifically designed for school leaders rather than communication professionals. The plan addressed nine crisis scenarios through step-by-step action plans, media guidance, audience messaging, holding statements and decision-making tools that could be implemented immediately when needed.
The Results
Making crisis communication practical and actionable
The crisis communication plan continues to serve charter schools throughout the country, helping educational leaders respond with transparency, consistency and compassion while protecting relationships with students, families, faculty and their communities.