Will Whitney Make a Comeback? A Study in Imaging

I'll be upfront and honest. I'm rooting for Whitney Houston to make a comeback. Whitney has always had a talent that few would argue was God-given. She grew up singing in church, and her mom is well-known for her gospel roots. Her first radio single, "I Look to You," resembles a contemporary Christian song. So from a personal standpoint, I hope she succeeds.

But from a PR standpoint, what will transpire over the next few months will be a good study in imaging. Whitney was, for many years, America's darling. Music fans loved everything she did. She had top hits left and right and even gave us one of the most stirring performances of the National Anthem we had ever heard. We all watched as this stunning woman with so much talent, fame, and fortune, married someone that we all could see would be bad news. Past behavior dictated future behavior for Bobby Brown. And as I have heard Metro Ministries' leader Bill Wilson say many times, "People change...but not much."

Drugs, violence, odd spiritual quests, horrible personal appearances followed. Whitney quickly got a reputation for being a Diva to the 2nd power and invitations for her to perform on tv shows and events became fewer and fewer. America's darling was falling apart, and although we wanted to do a giant intervention, we were helpless to do anything. The music began to suffer. And we, as consumers, moved on to other singers while her life came unraveled.

So how does someone recapture a tarnished public image? Much of the work of rebuilding her persona is, of course, squarely on Whitney's own shoulders. The most extraordinary of publicists can only do so much. Ultimately, Whitney will be the one answering questions during interviews and interacting with fans. But I do hope her PR people are giving her good counsel and helping her understand that even before the camera turns on, she will be scrutinized by those around her. If she becomes a Runaway Diva, it will be reported. If she gets upset over a question or is simply late for an interview, it will be talked about. She needs to realize the microscope will be on full power.

Ultimately, she needs to come across as sincere, humble and grateful for another chance. The good news is Americans are typically a forgiving bunch, and we love survivors. Here's hoping Whitney becomes one.