OFFICIAL STATEMENT
Mourning and Solidarity
The Public Relations Society of the Philippines (PRSP) joins the nation in mourning the tragic loss of young lives following the shooting at the Ateneo de Zamboanga University Junior High School. We extend our deepest sympathies to the families, classmates, teachers, and the entire Ateneo de Zamboanga community affected by this heartbreaking incident.
Call for Compassion and Responsible Sharing
As authorities continue their investigation, we call for compassion, restraint, and responsibility in the way this tragedy is communicated and shared. The circulation of graphic videos and images, particularly those involving minors and individuals experiencing violence and trauma, does not serve the public interest.
We urge communicators, media practitioners, content creators, and all social media users to consider the human beings behind every image, video, headline, and post before pressing “share.”
We must also recognize that the irresponsible and repeated sharing of violent content can have consequences beyond causing further pain and trauma. It can inadvertently give perpetrators the attention, visibility, and notoriety they may be seeking.
When images of perpetrators and their violent acts are repeatedly circulated, discussed, reposted, and allowed to dominate our feeds, we risk turning tragedy into spectacle. More dangerously, we may unintentionally send the message that committing an act of violence is a way to be seen, heard, remembered, or become infamous.
We should never reward violence with virality
The Responsibility of Communication
Moments such as this remind us that communication carries consequences. Our responsibility does not end with telling a story or reporting what happened. We must communicate in ways that protect human dignity, prevent further harm, respect those who are grieving, and ensure that tragedy is not reduced to content for consumption.
There is a difference between informing the public and amplifying violence. Before we post, repost, or share, we should ask ourselves: Does sharing this help people understand what happened, or does it simply amplify the violence and give greater attention to the person who committed it?
Responsible communication requires us to know that difference.
Avoiding Speculation and Misinformation
We likewise encourage everyone to refrain from speculation and the spread of unverified information while the circumstances surrounding the incident remain under investigation.
There will be important conversations ahead about school safety, the protection of young people, access to firearms, and the influence of violent content and its amplification in digital spaces. These discussions must be grounded in facts, empathy, and a genuine commitment to meaningful solutions.
Commitment to Responsible Communication
At PRSP, we have always believed that responsible communication is an act of stewardship. It matters most in moments when people are grieving, afraid, and searching for answers.
As communicators and as members of the public, we have the power to decide what we amplify. Let us use that power responsibly—not to sensationalize violence or give perpetrators greater visibility, but to inform, protect, and help our communities understand and heal.
A Final Appeal
May we honor the young lives lost not by amplifying the violence or giving greater attention to those who perpetrate such violence, but by choosing compassion, responsibility, and humanity in the stories we tell and share.
Do not sensationalize violence. Do not glorify its perpetrators. Do not make tragedy viral.
Ana Ruby Pista, APR
President
Public Relations Society of the Philippines
Media Contact:
PRSP Secretariat
Public Relations Society of the Philippines
secretariat@prsp.ph | https://prsp.ph/ | +63 917 599 5072 | +63 2 8367 9922