We can certainly understand why ABC’s Nightline would want to interview Jesse James, after he has become one of Hollywood’s hottest stories.

James recently admitted to cheating on wife Sandra Bullock, and the two have since split. But why is he agreeing to do TV, especially a tell all, I’m going to cry on camera kind of interview? What does he have to gain? Is it an attempt to drum up sympathy?

“The hardest thing I have to convince my clients in tough situations is to shut up. It doesn’t matter if he is doing a good or bad interview, it’s the wrong time to interview,” said Howard Bragman, entertainment PR veteran and chairman of agency Fifteen Minutes.

At least one other PR executive agrees. “He feels like he needs to tell people he’s sorry, but no one cares,” said Richard Laermer, CEO of RLM PR. “She [Sandra Bullock] is America’s biggest sweetheart now.”

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