Abbotsford PD’s media strategy pays off as familiar face reinforces trust, transparency with community
AbbyPD Sgt. Paul Walker. (Image Credit: AbbyPD.)
ABBOTSFORD – When high-profile incidents like highway closures, homicides, extortions or other emergencies impacting the community happen in Abbotsford, there’s a familiar face working behind the scenes to provide clear, accurate and timely updates the public can trust.
At the centre of that effort is Abbotsford Police Department spokesperson Sgt. Paul Walker, a recognized member of the police force. Abbotsford isn’t just home for Sgt. Walker. He grew up in Abbotsford, graduated from Yale Secondary School, and joined the AbbyPD in 2011.
During the atmospheric river events of 2021 and 2025 that impacted Abbotsford, resulting in the shutdown of Highway 1 for several days, Sgt. Walker became a reliable, trustworthy face to convey critically important information, particularly as the primary arterial through the Fraser Valley was closed off. He explains why it mattered.
“In today’s environment, information moves fast – and if we’re not the first and most reliable source, someone else will be,” he said. “By responding quickly and providing accurate, verified information, we help shape the narrative before speculation can take over. This not only protects the integrity of our investigations but also reassures the community during moments of uncertainty.”
For example, Highway 1 was shut down on Thursday evening, Dec. 11, 2025 as rising floodwaters began to fill Highway 1 near the Whatcom Road exit. Just two days later, rumors began circulating about the reopening of Highway 1 through Abbotsford on Saturday, Dec. 13. Within minutes, he dispelled the rumours via text and quickly clarified that the highway would reopen at some point, and made several updates over the next few hours. While Highway 1 did reopen that evening, communicating that up-to-the-minute information was critically important for the news media, the broader community, and people travelling through the Fraser Valley after roughly 48 hours of uncertainty.
Sgt. Paul Walker. (Image Credit: AbbyPD.)
“This approach sets AbbyPD apart because it’s intentional and consistent,” Sgt. Walker said. “We don’t wait for information to be demanded – we bring it forward proactively. Reporters recognize it, community members notice it, and it strengthens our reputation as a police agency that communicates openly, responsibly, and in real time.”
The 2021 flooding resulted in an estimated $450 million in insured losses, according to the Insurance Bureau of Canada, revealing some of the magnitude of the damage and its far-reaching effects. Fraser Valley residents are sure to remember the devastating scenes of Sumas Prairie farms and Highway 1 flooded.
Flooding in Abbotsford in November 2021. (Image Credit: The Canadian Press.)
Similarly, the 2025 flooding saw hundreds of evacuation orders for properties in Abbotsford. Communicating critical information to the public during these two incidents required a coordinated, intelligent response on the part of police officials.
“In both events, there were times when information was incomplete or evolving. Instead of waiting for perfect answers, I chose to be open about what we knew, what we were still confirming, and what steps were being taken behind the scenes,” Sgt. Walker said. “That transparency helped reinforce that AbbyPD was a trusted, reliable source during a chaotic time and that we were working around the clock alongside our partners. People saw the same face, the same voice, and the same commitment every day of the event. That stability matters during uncertainty. Whether on camera, on social media, or in live briefings, being present helped reassure the public that their police department was fully engaged and working to protect them.”
In another recent example reflecting the department’s rapid response, a pedestrian suffered life-threatening injuries after being struck in a hit and run on Sunday morning, Feb. 15. However, a claim began circulating in Abbotsford-area Facebook groups that the pedestrian had died. Sgt. Walker quickly responded and said the pedestrian had not succumbed to their injuries.
“Ultimately, our responsiveness and transparency help build the kind of trust that cannot be created through enforcement alone,” Sgt. Walker told Fraser Valley Today. “It’s earned through clarity, accountability, and a willingness to communicate quickly and honestly – especially when it matters most. Having this approach requires the AbbyPD media officer to be on-call 24 hours a day. Some weeks can be very busy and others that aren’t as busy allow you to catch up on ongoing projects.”
Sgt. Walker says the AbbyPD is trying to tackle emerging issues head-on by being proactive. For example, the AbbyPD unveiled a project in November 2025 to bring attention to the growing issue of shoplifting in the community. Project Lighthouse aims to protect business owners, employees and customers by increasing the identification and apprehension of offenders.
More recently, the AbbyPD initiated a media campaign in February 2026 in response to ongoing extortion attempts targeting businesses and homes in the community, working diligently to reaffirm its commitment to public safety and stronger community connections. The department’s communications team relied on AbbyPD Chief Constable Colin Watson to convey a message of essential importance to the community that it was taking the threats seriously and had a tangible plan to address them.
Image: AbbyPD / AbbyPD Chief Constable Colin Watson.
“I want the Abbotsford community to know that we hear their concerns regarding extortions. We understand the fear this creates, and we are not standing still,” Chief Constable Watson said. “AbbyPD is fully committed to confronting this crisis—side by side with the people we serve. Extortion thrives on fear and isolation. Our response is about more than enforcement; it’s about building trust, sharing information, and ensuring people know they are not alone.”
While some police agencies naturally rotate spokespersons regularly due to retirements or lateral transfers to other communities or departments. Sgt. Walker says AbbyPD has prioritized long-term continuity in its media relations role. Over time, that consistency has created familiarity. During emergencies, he believes, seeing the same face and hearing the same steady voice provides reassurance. It can also build confidence and reinforce reliability.
Sgt. Paul Walker. (Image Credit: AbbyPD.)
“As a Media Relations Officer, what I enjoy most is the opportunity to build genuine connections between our police department and the community we serve. I love being able to take complex, fast‑moving, and sometimes sensitive information and communicate it clearly, accurately, and with empathy,” Sgt. Walker said. “There’s something incredibly rewarding about helping the public understand not just what we’re doing, but why we’re doing it. I also appreciate the role I get to play in strengthening trust. Whether it’s responding to emerging incidents, supporting members of our team by sharing their good work, or simply being present at community events, every interaction is a chance to humanize policing. When people recognize our team, see familiar faces, or feel heard because we’ve listened and communicated openly—that’s meaningful.”
That approach is just one of many reasons why the Abbotsford Police Department has become an immensely popular source of trusted information online. In 2025, the department attracted over 85 million views across its social media channels.
Sgt. Walker during the Abbotsford flooding. (Image Credit: AbbyPD.)
“For a municipal police department our size, those numbers are extraordinary,” Sgt. Walker said. “What’s even more meaningful is that this growth wasn’t driven by a single viral moment—it was the result of consistent, intentional communication built on trust, transparency, and real‑time responsiveness.”
Sgt. Walker attributes the metrics to a few distinguishing characteristics:
- A community‑focused approach: “People follow us because our content feels local, relevant, and directly tied to their safety and neighbourhood.
- Fast, accurate updates during critical incidents: “Our ability to get verified information out quickly drives high engagement, especially during unfolding events in real-time.”
- Human‑centered storytelling: “Highlighting the work of our officers, our volunteers, and our community partners resonates far beyond Abbotsford.”
“While large view counts are impressive, what truly matters is what they represent: a high level of public trust and a community that feels connected to its police department. These numbers show that people are paying attention, they value the information we provide, and they rely on us as a primary source for credible public‑safety updates,” he said. “It’s not uncommon for community members to say hello at the grocery store, stop to offer thanks at a local mall, or strike up a conversation about a recent incident.”
Moving forward, Sgt. Walker says the AbbyPD will be hiring and on-boarding its new strategic communications position, which will expand the department’s ability to communicate in real time, deepen its storytelling, and help them take a far more proactive approach to public‑safety messaging.
Another initiative for 2026 is the development of the department’s Community Events Trailer.
“This will be a major asset for our outreach efforts—allowing us to expand our presence at community events, host pop‑ups more effectively, and connect with residents where they already are,” he said. “It will serve as a mobile hub for engagement, education, and visibility, strengthening our ability to meet people face‑to‑face in a meaningful way.”
It doesn’t stop there. Sgt. Walker plans to exploring virtual ride‑alongs with the department’s frontline teams, giving the public a first‑hand look at what policing looks like in real time. He’s also pursuing a recurring video series following one of their traffic enforcement officers as they conduct traffic stops.
“I think the public would find real value in seeing what our officers encounter daily—especially some of the excuses we hear from drivers who are breaking the law,” Sgt. Walker said. “And those are just a few of the ideas on deck—there’s plenty more to come, so stay tuned.”