Speaking as someone who's job description at some time included the not so enviable task of having to stand in front of cameras after an accident or incident:
IMHO in this particular case, the best line would have been to commend the crew for a good outcome of a potentially rather unpleasant mechanical malfunction, apologise to the passengers involved, then do absolutely nothing more. The whole paintover did more damage to the brand - implying it is something to be ashamed of - than it saved. In the internet age old communications habits just make things worse.
AFAIK there was no such nonsense with a somewhat battered triple7 sitting on the piano keys at Heathrow, to mention just one well handled serious incident.