Having run a business is no prerequisite to understanding public relations (a simple survey of business gaffes in recent years makes that clear).
But certainly there are pros and cons to all of BigFin’s options, with it really being a choice among lesser evils at this point.
In normal times I would lean towards wllm’s suggestion, but with the level of online toxicity now (cancel culture is not just about race) it seems risky and maybe hunkering down is the best path. In any event, I trust that BF knows what is right for him in spite of our armchair quarterbacking