Introducing AP 121: Media Relations
Abbotsford School District values open and transparent communication. As we continue to build strong relationships with our community, it’s important to have clear guidelines for how we engage with the media. To support this, we have recently created a new administrative procedure: AP 121 – Media Relations.
Media play an important role in helping us share stories from across our district, whether it’s student achievements, new programs, or district-wide initiatives. AP 121 provides a consistent framework to help staff navigate media interactions while protecting student privacy and maintaining a safe learning environment.
Key Features of AP 121:
- One Point of Contact
All media inquiries—whether received at a school or district office—must be directed to the Senior Manager, Communications & Community Relations (Kristi Ferguson). This ensures clear, accurate, and timely responses, and allows for support in preparing staff who are being interviewed. - Support for Brand and Message Consistency
A centralized media contact also helps maintain consistent messaging and alignment with the district’s brand and values. It ensures we speak with one voice while sharing stories that reflect the goals of our board and district. - Approval for Official Communications
Public statements made on behalf of the district or individual schools must be approved by the Superintendent or their designate. Media comments on political or board related topics must be approved by the Board Chair and Superintendent. - Coordinated Media Access
Any media visits to schools or district events must be coordinated in advance with the Senior Manager, Communications & Community Relations. This helps manage logistics and minimize disruptions to learning. - Respect for Students and Staff
Interviews, photography, or filming involving students or staff must be pre-approved and require appropriate consent.
Why This Matters:
Having a clear procedure supports staff, protects students, and strengthens our relationships with media partners. AP 121 promotes clarity, professionalism, and consistency—ensuring our communications are aligned, respectful, and representative of our district’s values and priorities.
We encourage all staff to review the full procedure here: AP 121 – Media Relations, and to reach out to the Senior Manager, Communications & Community Relations with any questions. We're here to help you share your stories confidently and effectively.