As someone who has always looked up to Ateneo as one of the country’s premier universities—a school that prides itself on justice, integrity, and accountability—I couldn’t help but question the institution following the deaths of its two student-athletes.

What we have witnessed over the past few days has been a masterclass in how ***not*** to handle a crisis. The university’s response has been a poor excuse for crisis management and an even worse exercise in public relations. Trying to silence athletes, staff, and even the coach under the justification that they are “prioritizing the welfare and well-being” of those involved is simply absurd. The way Ateneo has handled this situation is embarrassing, not only because of the tragedy itself, but because of how badly it has managed public concern.

The irony is that the current wave of speculation is largely a product of Ateneo’s own making. As much as I want to believe some of the rumors circulating online, I still believe answers should come through due process and proper investigation. But the university’s refusal to communicate transparently has created a vacuum that speculation naturally fills. Reports of student-athletes receiving death threats are now emerging. Public distrust is growing. And the more Ateneo appears intent on concealing information rather than demonstrating accountability, the worse the situation becomes.

As for the coach, there is only one word that comes to mind when I look at Ateneo’s response: **stupid**.

I’ve read analyses from communications and PR professionals, and one point consistently stands out: the university should have immediately announced that the coach would step down or be placed on leave pending investigation. Whether or not he is ultimately found liable is beside the point. The purpose would have been to demonstrate accountability and reassure the public that the institution takes the matter seriously.

Instead, Ateneo chose the exact opposite approach.

In its statement, the university explained that its guidance to Coach Baldwin was to focus on the emotional and psychological welfare of the players. Seriously? There are licensed professionals whose job is to provide psychological support. There are counselors, psychologists, and mental health practitioners trained for that purpose. What the public is asking for is not grief counseling from a basketball coach. The public is asking for accountability from the people who planned, approved, and supervised the activity. Naturally, that scrutiny extends to the coach and the chain of authority above him.

And can we also address the elephant in the room?

The way this incident has been handled reeks of **institutional politics.**

Had the victims come from particularly affluent or influential families, does anyone honestly believe this would have unfolded the same way? **We would likely be seeing months of intensive investigation, relentless demands for justice, and nonstop public attention**. Whether that perception is fair or not, Ateneo’s actions have done little to dispel it. Instead, they have reinforced the growing belief that institutional priorities depend on who is involved.

What makes this especially disappointing is that Ateneo’s reputation was built not only on academic excellence but also on the moral values it constantly advertises. Yet institutions are tested not when things are going well, but when they are confronted with failure and tragedy. Right now, the gap between Ateneo’s rhetoric and its actions is becoming increasingly difficult to ignore.

I’ve seen terrible PR disasters before, but this has to be one of the worst. Ateneo should have done better—not for the sake of its image, but for the victims, their families, and a community that deserves answers.

At this point, the university isn’t just fighting public outrage. It’s fighting the consequences of its own decisions.

***Shame***.

Shame on Ateneo