Coaches can and should constantly remind players about their behavior and actions on and off the field. Key thing is that must apply to all players, not just the 2nd/3rd teamers. Players need to know this. If you, as a coach, hold your best players accountable at all times, not just when everyone is watching, you will rarely have situations that Richlands has now. Coach Mance may do this, I don't have any knowledge either way on this, but this should be a great teaching tool for many years for him.
I've coached HS level for 30+ years and the toughest thing going against the coaches now is TV exposure of College/Pro. The dancing, taunting, trying to show the "look at me" players is teaching HS kids it's okay.
I've had title winning teams and had other teams get their butts beat every night and I never sacrificed my "Do the right thing" philosophy. Winning is great but knowing you did everything the best you can (the right way) while losing is important. You can't just say it, you must live it.