Comment by wly_cdgr

The problem isn't that the apology doesn't sound sincere. The problem (but really, the saving grace that leaves room for redemption) is that he doesn't have enough writing skill to conceal his underlying, actual insincerity. Hiring a PR firm would just make things worse - they would just teach him to lie better about his level of sincerity. PR firms don't make money by fixing your character...they make money by hiding your character / by helping you sound credible when you say whatever they advise you to say to protect your business interest, regardless of whether it's true or whether you believe it. Once a PR firm enters the scene almost no one can escape being compromised and corrupted beyond full redemption

Incidentally, I have no opinion on whether he should apologize or who's more in the right. I just think it would be beautiful to see a person in his position be completely honest, disinterested, and forthright