Flack has several related meanings, depending on context:
- Public relations sense (informal, US): a press agent or publicist, or the publicity surrounding someone or something. To flack means to promote or publicize. This usage often appears in media and entertainment contexts.
- Slang for criticism (informal, figurative): “taking flak” or “flak” refers to receiving harsh or heavy criticism or opposition. The term evokes imagery of anti-aircraft fire, used metaphorically for verbal or reputational attacks.
- Military sense (historical): flak or flack refers to antiaircraft fire from guns, especially during warfare. This is the original, literal meaning.
- Variant spelling: flack and flak are related spellings; in modern usage, “flack” is often the noun or verb for the publicity role, while “flak” is more common for the criticism sense and the antiaircraft meaning.
If you’re after the most common contemporary usage: in media or PR contexts, flack is a publicist or the act of promoting; in everyday speech, taking flak means receiving strong criticism.
