Cornerstone

I really enjoyed reading about "Love on San Pedro" because of how much press there was.  I got the overview press release, the person interviews, the playwright's thoughts, and a ton of other information. Comparing "Love on San Pedro" to "Urban Rez," I felt I didn't get as much insight to the voices and community that made this play happen. With the members and cast from skid row, there was a stronger sense of the company in the community, listening to the community, and highlighting them. I feel I now have a stronger sense of what Cornerstone is about after reading a few of these articles and watching some of the video footage.

My questions are:
How are they able to create press to find members of the communities they want to work with? How did they get them excited about this opportunity? It just seems amazing that the people on skid row were hearing about the opportunity to audition from each other.
On the opposite side, how to they create press in the art world? How do you get people who care about Art (with the capital A) to engage with these works as passionately as the community does? Or is this community dismissed as a target audience?
In "Love on San Pedro," how did they cast the professional actors? Are they cornerstone players? How does the community respond to them/engage with them? How do they actors engage with the community?
How does cornerstone sustain itself as an organization?