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.” PRNewser is curious at the word choice in the statement, as “differently and better” just don’t seem to cut it.

Christine Colbert of Magnum PR, a NY-based agency which reps music acts such as The Verve, Portishead and Prodigy, told the Washington Post, “Apologizing to the public for his behavior is an obvious move and one that is necessary to redeem himself in the eyes of his fans and the public in general…But this video apology comes a bit late and [too] scripted to be viewed as sincere.” We agree. Why the wait?