A school's lesson in public communication


There is a reason public institutions issue statements. They are not meant to merely acknowledge that an incident occurred or to assure the public that authorities have responded. Their purpose is far more fundamental: to explain, to clarify, and to foster public confidence. A statement that leaves readers with more questions than answers is not an exercise in transparency. It is simply an announcement.
The recent responses to the viral altercation involving students of Ilocos Norte Agricultural College (INAC) illustrate this point with remarkable clarity. Faced with the same incident, the school and the Ilocos Norte Police Provincial Office (INPPO) each communicated with the public. Both undoubtedly acted in good faith. Yet when measured by the quality of their communication, one institution stood out—not because of the authority it wielded, but because of the clarity it displayed.
Ironically, it was the school.
INAC's official statement did what every public statement ought to do. It acknowledged the incident without sensationalizing it. It informed the public that the Committee on Learners' Discipline had been convened pursuant to the Omnibus Learners' Code of Discipline. It explained that the learners, together with their parents, were given the opportunity to explain their respective positions and present evidence. It disclosed that sanctions had been imposed in accordance with DepEd Order No. 6, s. 2026. It further informed the public that intervention and counseling had already been coordinated with the Municipal Social Welfare and Development Office in line with the Child Protection Policy.
Every paragraph served a purpose.
The school did not merely say that it acted. It explained what it did, why it did so, and under what authority those actions were taken. Without compromising the welfare of its learners, it gave the public enough information to understand that due process had been observed and that rehabilitation—not mere punishment—was at the center of its response.
That is what public accountability looks like.
Then came the INPPO's message to the press.
Its headline immediately declares that the police are "probing" the fighting incident between students. That word is not insignificant. In ordinary usage and in legal parlance alike, a probe suggests an inquiry into unresolved facts. It implies that investigators are determining whether the circumstances disclose the commission of an offense, identifying possible liabilities, or gathering evidence that may support legal proceedings.
Naturally, readers would expect the message to explain precisely what the police were investigating.
It never does.
Instead, the message recounts what had already become public knowledge. One student allegedly heard that another wanted to fight him. He confronted the other student. A fistfight ensued. Other students recorded the incident, and the video was uploaded online.
These were not new facts.
They had already circulated across social media long before the message was released.
Repeating what the public already knows is not the same as informing the public.
The more pressing questions remained unanswered.
Was there a criminal offense under investigation?
Were criminal complaints being considered?
Did the police conclude that the matter was purely administrative and therefore within the disciplinary jurisdiction of the school?
Or was police involvement limited to maintaining peace and coordinating with school officials?
The message offers no explanation.
That omission is not a mere defect in writing. It is a failure to communicate the very purpose of police involvement.
When law enforcement invokes the language of investigation, it assumes a corresponding duty to explain, within lawful limits, the nature of that investigation. Otherwise, words such as probe become little more than institutional rhetoric—designed to project action without conveying substance.
Equally perplexing is the message's treatment of the students' legal status.
Throughout the release, the INPPO repeatedly identifies the principal participants as 18-year-old students.
Under Philippine law, an individual attains the age of majority at eighteen.
Legally speaking, an 18-year-old is not a minor.
Yet the same message concludes by reminding the public to be mindful of sharing videos or photos involving "the minor students."
The contradiction is difficult to overlook.
If the warning referred to other learners appearing in the video who had not yet reached the age of majority, the message should have expressly said so. If the concern was the protection of younger bystanders inadvertently captured in the footage, then that clarification would have been both reasonable and legally accurate.
Instead, the message employs a legal term inconsistent with the very facts it had just laid out.
Precision is not an academic exercise.
It is the foundation of credibility.
The public expects the police to be exact in their language because words from a law enforcement agency carry legal weight. A single inaccurate characterization can create confusion where clarity should have prevailed.
Perhaps the most telling contrast, however, lies in the closing paragraphs of the two communications.
The INPPO concluded its message by stating:
"As we assure the public that the INPPO is treating this matter with extreme urgency and importance, we remind everyone to be mindful of consequences of sharing videos or photos on social media involving the minor students and avoid encouraging more acts of violence."
The emphasis begins with the institution itself. Before making its appeal, it first assures the public of its own urgency and importance. It then proceeds to remind everyone what they should and should not do.
INAC chose a markedly different approach.
Its statement simply reads:
"The School respectfully requests the public to refrain from further sharing, trivializing, and posting of demeaning comments to the circulating posts online to prevent further escalation, and to support the intervention processes on the learners that are in place."
The difference is subtle, yet profound.
The school did not begin by emphasizing its own actions.
It did not declare how urgently it had responded.
It did not remind.
It respectfully requested.
More importantly, it explained why that request mattered.
The school understood that continued sharing of the viral posts, trivializing the incident, and posting demeaning comments could frustrate the intervention processes already underway. It connected the public's online behavior to its real-world consequences for the learners involved.
That is effective public communication.
It does not merely seek compliance.
It seeks understanding.
One institution appealed to authority.
The other appealed to responsibility.
One instructed.
The other persuaded.
Ironically, it was the educational institution—not the law enforcement agency—that demonstrated the better lesson in public communication.
This is not to diminish the efforts of the responding police officers. Their presence at the school and their commitment to maintaining peace are not in question. What deserves scrutiny is the message that followed.
A message to the press is not an accomplishment report. It should do more than confirm that officers responded or attended meetings. It should provide journalists—and ultimately the public—with enough information to understand why the police became involved, what authority they exercised, and what legal or factual issues remain unresolved.
That opportunity was missed.
Every vague statement creates room for speculation.
Every inconsistency weakens credibility.
Every unanswered question invites rumor to fill the void left by official silence.
INAC demonstrated that transparency and discretion are not mutually exclusive. It proved that an institution can protect the welfare of its learners while still communicating with clarity, precision, and respect.
That may be the most important lesson to emerge from this incident.
Sometimes, the institution tasked with educating students also ends up educating the authorities—not about discipline, but about how to communicate with the public they are sworn to serve.