CHICAGO - Having worked PR for a governor and a mayor in Cebu back in the 90s, here's what I've learned about crisis management: Get ahead of the problem and quickly put out the fires with a rapid response.
UST did exactly the opposite.
As rumors swept across the internet that the school's basketball team was unlawfully assembling inside a bubble in Sorsogon, UST dragged its feet and waited almost an entire day to finally issue a statement.
After a long, tedious wait, the university double-bogeyed on the 18th hole.
Their statement was a verbose 118 words which circled around the heart of the issue. Three paragraphs of auto pilot, lawyer speak that mumbled, stumbled in the pursuit of clarity.
And by previously "politely declining" an invitation to air its side to authorities, UST came across as defiant, maybe even arrogant.
When an accusation is hurled, the aggrieved party almost always demands "due process." Which makes this case weird in a way that UST, presented with the opportunity to clear its good name, curiously chose not to participate in said process.
Isn't this the demeanor of somebody with something to hide? And does this action remind us of previous controversies where the cover-up is worse than the infraction itself?
Look, I am sure UST will open it's own probe with good intentions, but the optics here are bad.
In-house investigations are frowned upon as a euphemism for a whitewash. And a weary public will be suspicious of a lutong macau.
UST's RECIPE IN FINDING THE TRUTH IS DELICIOUS FOR GOSSIP.
Saucy. Spicy. Salacious.
Just like a steaming, hissing pile of Bicol express.
"We created a committee to investigate and to inquire into the matter," said UST's statement.
Committee? Why carry all that redundant baggage?
All that is needed here is for one person of significant rank, preferably the chancellor or athletic director, to pick up the damn phone and make coach Aldin Ayo sing like it's Tuesday night at the karaoke bar.
And then you move forward based on what he has to say.
The best solution here, really, is for UST to just come out with an apology given all the evidence circulating online and the first-hand testimony of a former member of the alleged rule-breaking squad, CJ Cansino.
But pride always gets in the way.
Meanwhile, the UAAP needs to do better.
SPIN.ph ran a photo yesterday of executive director Rebo Saguisag, a lawyer and a fine looking young man with impeccable credentials that suggest fine breeding.
He wore a well-tailored, expensive suit that matched his pensive look. But I was drawn to his square watch and I'm hoping he is looking at it right now because it's time to crack the whip.
Being nice doesn't weaken a leader. But showing some nasty to keep everybody in line makes him stronger.
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