Ah, to be a high school basketball coach in today’s news cycle. One minute, you’re humming along at The Covenant School, a quaint little “Christ-centered” institution in Dallas, coaching the girls basketball team. The next minute, you’re on ESPN and your name is on every sports blog on the Internet chastising you for allowing your team to beat another school 100-0. (100-0!!!) To make matters worse, the team you beat, the Dallas Academy, is comprised of learning-disabled students who’ve never won a game in four years. This does not look very good.

And then, all of a sudden, you’re fired.

The coach of a Texas high school basketball team that beat another team 100-0 was fired Sunday, the same day he sent an e-mail to a newspaper saying he will not apologize “for a wide-margin victory when my girls played with honor and integrity.”

Kyle Queal, the headmaster for Covenant School, said in The Dallas Morning News online edition that he could not answer if the firing was a direct result of coach Micah Grimes’ e-mail disagreeing with administrators who called the blowout “shameful.”

If this doesn’t become such huge, national news driven by blogs, mainstream media and TV, does Micah Grimes get fired? Tough to say. A local outcry might have been enough to show him the door. But, we can say this: Grimes refusing to apologize in the face of nearly unanimous criticism against him was silly.

Does this guy not know the PR game? If you have an entire media base, angry parents etc. all over you and your team, why wouldn’t you say you are deeply sorry for your team’s actions instead of not apologizing? Even if you don’t believe it and you’re lying through you teeth, you must do this, to keep everyone at bay.

Or else, it just gets worse. In this case, you get fired.