GRAND RAPIDS, MI -- Doug Fricano experienced what professionals would call a public relations crisis over the weekend, when he waded into a polarizing presidential race with a diatribe on the

Facebook page

of his popular pizza parlor.

In the rant, he described Hillary Clinton as the "most evil corrupt dishonest lying person on the planet." Fearing that the Democratic presidential candidate will destroy the country and his business if elected, Fricano is urging people to vote for Donald Trump, whom he describes as smart and hardworking, but with a "potty mouth."

The latter doesn't seem to be a big deal for Fricano, who uses a few swear words to make his point. The post was a follow-up to criticism he received for putting "Trump for President" signs in front of the Grand Rapids area business.

What might be most surprising about the situation is that the small businessman was taken aback by the fury of some commenters on his Facebook post, which went online Saturday, Oct. 22.

I have Trump signs in front of my business because I want him for our next president. People have asked me if Im... Posted by Fricano's Pizza on Alpine Ave. (Grand Rapids, Michigan area) on Saturday, October 22, 2016

"I'm a little discouraged at some of the remarks I'm getting. They are pretty vicious," said Fricano on Monday, Oct. 24, standing outside of Fricano's Pizza Parlor, at 5808 Alpine Ave. NW, in Alpine Township.

The longtime eatery is part of a string of Fricano family-owned restaurants across West Michigan started by his father and uncle in Grand Haven. The Fricano clan claims to have introduced pizza to West Michigan. The other locations are in Caledonia, Kalamazoo, Grand Haven, Holland and Muskegon.

Fricano said his Facebook views don't represent the other Fricano restaurants which are owned by his relatives.

His brother, Ted Fricano, is in a dispute with the city of Muskegon over the size and location of his Trump sign.

While the post has garnered more than 1,300 likes and many positive comments, others promised never to buy another pizza from Fricano.

"With all the political garbage from all the parties, I don't need my favorite pizza place on (Facebook) shoving politics down my throat," wrote one commenter, who said she was unliking the business page.

Public relations experts say Fricano's big mistake wasn't having a controversial opinion, but sharing it on his business' Facebook page instead of his more private, personal page.

"A statement of this nature is highly inflammatory and very, very risky ... It doesn't belong on a company page, period," said Adrienne Wallace, director of digital strategy at the Grand Rapids public relations firm, 834 Design, and assistant professor of public relations at Grand Valley State University.

If Fricano was her client, she would direct him to "own up to the error in judgement, apologize, and fix it," which could be done in a number of ways, she says.

Fricano is going in the opposite direction. He is responding to those who disagree with him on his Facebook page by telling them they are wrong.

That may not be the best way to engage with people, says Molly Klimas, who has expressed her conservative, and at times anti-Clinton views, on her personal Facebook page.

"When I feel compelled to post about difficult issues, I try to do it in a way that invites dialogue, civil discourse," said Klimas, owner of her one-person Grand Rapids shop, Intent Public Relations. "The conversation-starter -- a Facebook post, for example -- should provoke thought, get people scratching their heads. It should never, ever be a profanity-laced rant."

Usually business owners and CEOs should keep their personal beliefs and opinions separate from their companies, but there are times when it makes sense for businesses to wade into a political controversy, says Tim Penning, a public relations professor at GVSU.

"In some cases, such as gender-neutral bathrooms or providing insurance that covers abortion, these are hot-button political issues but also relate to business decisions, so taking a stand is really explaining policy," Penning said.

The bigger the company, the more likely they are to keep quiet in politics because it's usually a no-win situation, although there are exceptions with Chick-fil-A and Hobby Lobby on the right, and Starbucks on the left.

"I think it comes down to that if you have a quality product that people like, people will forgive these comments, " said John Truscott, president of the Lansing-based Truscott Rossman public relations firm.

Truscott thinks that will be the case with Fricano's -- over time.

"Anyone who has had Fricano's pizzas knows they are addicting," said Truscott, who describes himself as a frequent customer of the Grand Haven location when he is staying at his lakeshore cottage.