First of all, it does not sound like this is anywhere near the realm of being "just" a PR move. From WTMJ's article, a quote from Rick Schlesinger about Ryan Braun: "He said, 'I'd like to call fans, but with an emphasis on ticket buyers, mini plan holders, reach out, apologize, listen.' We said, 'Great!' It was all his initiative. He didn't want publicity about it." (bold added for emphasis) But to a certain extent, anything Braun says or does publicly at this point is a PR move. But that doesn't necessarily mean that it's fake or not genuine. For people who want Braun to do an in-person press conference or whatever, would that not be a PR move? People who want to hold this against Braun, not believe what he says, etc. will always come up with a reason to support their own personal opinions.