Publicist on Chris Brown's Video Apology: "A Bit Late and [too] Scripted"

One thing PR pros (good ones, at least) always push for is rapid response. As the saying goes: If you don’t tell your own story, someone else will tell it for you. Such is the case with Chris Brown, whose video apology was just sent out to media outlets today, five months after a well-publicized physical altercation with then girlfriend Rihanna.

Is it too late, or was Brown just giving Rihanna time to heal? In the video, Brown stated, “I’m truly, truly sorry that I wasn’t able to handle the situation both differently and better.”