Pay to play can make the game appear better than it is, not when it's been through the PR stink FFXIV has though. They are charging for this very reason right now but it won't work for FFXIV as it does for most other things.
No PR trick will bring FFXIV back, the only thing that is ever going to save it is if they pull off the impossible and make a truely amazing game that is better than most other games on the market at re-launch.
Honestly though, they don't have the skill as a company anymore to achieve this, they put out nice teasers but they always, always fail at implementation. They are basically out of touch now, they used to be good and made awesome games but now, not so much.
They make pretty games, they don't make amazing games anymore.
I doubt they can make a better game at relaunch than what will be available, not because the other games are good or anything, but because they're so utterly generic that it seems that's what people want from an MMO these days. They can make a game in THEIR vision and if it attracts people, it does...if it doesn't then well it just doesn't, because in order to make something better than a generic MMO, they have to take those MMOs and put a twist to it which is basically what every new MMO has been doing, it's almost guaranteed any new MMO you pick up it'll feel instantly familiar to you.
Some say that's a very good thing, but you can argue that's a very bad thing because it means the MMO you just picked up is nothing new.