Katy Perry has released 2 stale songs and is in a ‘career crisis.’ A PR expert says her comeback can still be salvaged — if she does it right

As a crisis PR expert, Schiffer said he would advise Perry to evolve, reinvent her sound, and try to attract new, younger fans — instead of just trying to nostalgia-bait her millennial base.

Schiffer said he’d also advise Perry to arrange a sit-down interview in order to “give context to some of her choices,” particularly her decision to reunite with Dr. Luke. To win a Gen Z audience, he said, transparency and authenticity are key.

“There’s work she’s got to do, and it requires a greater level of emotional intelligence than has been applied to date,” he said. (To be clear, Perry is not Schiffer’s client — not yet, anyway. “I haven’t had the call,” he said, “but it wouldn’t surprise me.”)

Despite the dire state of Perry’s reputation, her career is not yet a lost cause. After all, we’ve seen artists like Ye (formerly known as Kanye West) and Morgan Wallen top the Billboard charts this year, despite accusations of antisemitism and racism, respectively.

“What matters in the rehab of a brand is, are you getting traction with your product?” Schiffer explained. “Her product is music and the first single struggled. The second one seems to have more vigor, but it’s early. We’ll have to see what occurs as she drops the full album.”

“It’s achievable if the quality is there,” he concluded. “Ultimately, that’s the driver.”