Dr. Kristi Dominguez, Superintendent of Ferndale School District, received the 2024 Crystal Apple Award from the Washington School Public Relations Association (WSPRA) today at the association’s winter conference. This award honors an individual who does not serve in a school communications role – such as a superintendent or school board member – and who is dedicated to enhancing positive perceptions of K-12 public schools. It is one of the highest awards bestowed by WSPRA. 

Dr. Dominguez received this award due to her belief in the power of communications to improve the overall culture in Ferndale School District and the district’s public perception. She has shown unwavering support to the Ferndale School District’s communications team and their work in the storytelling of the district. She has made great effort to foster meaningful connections and collaborative relationships both in and outside of the school district. 

Since Dr. Dominguez arrived in Ferndale in July 2022, her support and impact on our community has been profound. Even before officially starting her duties, she showed a deep commitment to community engagement by partnering with Ferndale School District’s communications team in a variety of projects: hosting meet-and-greet events, personally visiting every building and department, and much more.  

Within her first year, Dr. Dominguez launched the “You Belong” campaign in response to survey data revealing a low percentage of students and staff who felt a sense of belonging inside Ferndale schools. This multifaceted, award-winning initiative encompasses a social media campaign, staff recognition awards, and personal interactions. It has significantly contributed to fostering a more welcoming atmosphere within the Ferndale community.  

Dr. Dominguez also began her tenure with a “Listen & Learn” tour. Within the first 100 days on the job, she visited every single classroom, department, and building within Ferndale School District to hear staff members and students’ wonders, concerns, and praises. She also took the time to meet with community partners such as local service groups, the Ferndale City Council, the Ferndale Chamber of Commerce, and more. 

Upon entering her role, Dr. Dominguez recognized that there were community members and families who lacked trust in Ferndale School District. She proactively sought to address this by meeting with those stakeholders and listening to their concerns. This speaks volumes about her dedication to fostering trust and building bridges within the Ferndale community. 

Dr. Dominguez has also made a point to empower Ferndale School District’s communications team. She elevated the communications director position to her cabinet – a testament to her understanding of the importance of effective communication in driving organizational success. During her second year, she successfully advocated for adding another member to the communications team: a public records officer. She understands that Ferndale cannot continue positive storytelling without ensuring our technical work.