Miami Heat star LeBron James has tried to rebuild his image since the PR debacle that occurred when he scorned his hometown team in a televised ESPN special, “The Decision,” in 2010.

Though he denies embracing the villain image, any good that James does off the court is lost because of fans’ perception of him. Now, James is saying that he’d be willing to return to Cleveland.

CBS Sports thinks it may be part of a big PR ploy. James recently hired a new PR strategist who previously worked for Arnold Schwarzenegger's gubernatorial campaign.

A CBS Sports blog said:

It could be coincidental, or it could be part of a plan for LeBron to restore his image. Before the season, he seemed genuinely upset at how he had been cast as a bad guy. He didn't like being the villain and wanted to get back to having fun and being a fan favorite.

But, if the Cleveland overtures were a PR ploy, they seem to have backfired. James pulled back on some of his statements, assuring Miami Heat fans that’s he not going anywhere.

If James can repair his image, he wouldn’t be the first NBA star to have done so. Lakers star Kobe Bryant has worked his way back into the public’s favor after rape allegations in 2003.

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