Bigotry On Air, Ctd

Conor wonders if firing Juan Williams isn't counterproductive:

The downside to stigma firings is that some ignorant beliefs persist for lack of airing and being shown to be wrongheaded. The notion that “people in Muslim garb are scary” is widespread in America, and its noxious that many people believe as much. Countless people getting on planes have thought the same thing as Mr. Williams. This is exactly the sort of case where airing and logically refuting a bigoted view is better than making it so that it’s an unspoken thing that many people persist in thinking privately.

But how does an employer publicly refute an employee? And how does it retain a reputation for fairness and non-bigotry if it continues to employ him?