AMC really stepped in it this week when, before reversing course, they announced they would not require patrons to wear masks in their movie theaters. “We did not want to be drawn into a political controversy,” said CEO Adam Aron.

Welcome to 2020, pal. If you own a business that requires people to gather together, there is no middle ground when it comes to mask wearing which, like so much else these days, sharply divides people on one side or another. Whatever choice you make, you are going to be drawn into a political controversy, especially if you are a big corporation like AMC.

So what do you do? You do the right thing. And eventually, AMC got there, after they were shamed into doing so by public outcry. Remember, behavior drives reputation. How you treat your customers, your employees, and your community is the most basic and important element of your reputation. You want good PR? Do good things. You want to avoid controversy? Well, that’s easier said than done these days, bub. But if your first question is, “What makes us look good?” then you are bound to get it wrong.