Description

This session introduces the ABC method (Acknowledge, Bridge, Communicate) as a strategic alternative to the traditional “no comment” response. Together, they will demonstrate how legal restrictions during challenging situations can be navigated through strategic, empathetic media responses that build trust and turn crises into civic learning opportunities.  

Instead of deflecting with a "no comment," the ABC method allows districts to acknowledge the situation’s impact, bridge to broader values, and communicate how the organization will learn and grow from the experience—ultimately reinforcing public trust, transparency, and accountability. Participants will learn how to shift the conversation from the incident to the core values and solutions your district represents, turning a negative into an opportunity to reaffirm your commitment to your educational mission. 

About the Presenter: 

Anakaren Cardenas Ureño is a seasoned public relations professional with over a decade of experience in strategic communication. She earned her Bachelor's degree in Communications with a concentration in Public Relations from California State University, Fullerton, in 2013, followed by a Master's in Communication and Media Studies. Her career began at a public relations agency in Orange County, where she developed strategic communication plans, managed client relations, and executed a wide range of initiatives, including media outreach, website management, and content creation for clients across various industries. 

After her time at the agency, Cardenas Ureño transitioned into educational communications, serving as a Marketing Specialist for the CSUF College of Communications, where she worked closely with the Dean to lead both external and internal marketing efforts. In 2017, she joined Laguna Beach Unified School District as a Communications Specialist and later took on the role of Public Information Officer at the Los Angeles County Office of Education, where she played a pivotal role in COVID-19 response communications. 

In November 2022, Cardenas Ureño returned to Laguna Beach Unified as the Director of Communications and Engagement, overseeing public information and community engagement efforts. Known for her strategic mindset and leadership, she leverages an integrated communications approach to align strategies with district goals, driving effective stakeholder engagement and long-term success.