It's totally a PR move but it certainly does increase his exposure to the fortunes of GE. His ability to sell his shares are limited by his position as CEO. I also imagine that if the frauds were real and gone on for as long as the report states, the first thing a new CEO would do is to expose them because otherwise he will be on the hook for the frauds committed by his predecessors. (Culp was a successful CEO at a very successful company before taking the helm of GE)