I can't speak for
@kg01 , but I think maybe apology wasn't the correct word. I believe he is saying that if they: explain what they say and did, show appreciation for the FBI and their NASCAR compadres, and acknowledge that this wasn't an act of racism directed at him: that it will help keep people interested when someone sees something that appears to be racist.
If people (in general) see what Smollett did, see that Wallace doesn't acknowledge that this incident wasn't racism, and a few other similar things happen, people will not listen, and the media will stop covering it. Whether Wallace was the cause of the stir or not won't matter. People will remember him, not whoever told the press, not whoever in the press first told the story, not whoever in the press first sensationalized it. Life as a public figure isn't fair.(Not saying it should be, just stating that it isn't.)