Can Katy Perry Make a Comeback After 2 Flop Singles? a PR Expert Explains [Video]

Katy Perry has spent the last week begging us to pre-save her new single, “Lifetimes.” After the disastrous reception to its predecessor “Woman’s World,” it’s easy to see why she might need to do the extra legwork.

“It’s a career crisis,” Eric Schiffer, a PR expert and chairman of Reputation Management Consultants, told Business Insider of the reception to Perry’s new music. The onslaught of negative headlines isn’t helping Perry reintroduce herself to millennials and establish herself with a new Gen Z audience, either: “It can be a bloodbath to a brand like hers,” he said.

For a musician in the doghouse, a new release can offer redemption — but only if it’s good enough to make people forget why they were disappointed in the first place.

To my ear, “Lifetimes” is not up to the task. Though it’s certainly more palatable than Perry’s previous attempt (top comments under the “Lifetimes” video on YouTubeinclude, “The fact this wasn’t the first song …

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