flack

¹ American  

[flak] / flæk /

noun

1. press agent.

2. publicity.

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verb (used without object)

1. to serve as a press agent or publicist.

   to flack for a new rock group.

verb (used with object)

1. to promote; publicize.

   to flack a new record.

flack ² American  

[flak] / flæk /

noun

1. flak.

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flack ¹ British  

/ flæk /

noun

1. a press or publicity agent

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flack ² British  

/ flæk /

noun

1. a variant spelling of flak

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Etymology

Origin of flack

1935–40; said to be after Gene Flack, a movie publicity agent

Explanation

If someone gives you flack about wearing shorts in the winter, tell them to chill out. Flack is a criticism. Flack also refers to anti-aircraft guns, and then sometimes it’s spelled flak. Flack as a criticism comes from the military sense, as it feels like an attack. A flack (or flak) jacket will protect your body from projectiles, but it doesn’t protect you from insults. Flack is also a word for a promoter. If you publish a book, you’ll need to flack — or promote it — yourself or hire a professional flack who will convince everyone to buy it. The German root is Fliegerabwehrkanone, "aviator-defense gun."

Example Sentences

There were also tributes to Stone Roses bassist Mani, and soul singer Roberta Flack in a new In Memoriam segment.

From BBC • Feb. 28, 2026

The annual In Memoriam segment paid tribute to artists like Roberta Flack, D’Angelo and Ozzy Osbourne.

From Los Angeles Times • Feb. 2, 2026

All-star lineups paid homage to Ozzy Osbourne, D’Angelo and Roberta Flack, all of whom died in 2025.

From The Wall Street Journal • Feb. 2, 2026

This was his to lose, as it always is, but it’s a solid omen for him joining Roberta Flack, U2 and Billie Eilish as artists who’ve won record in consecutive years.

From Los Angeles Times • Feb. 1, 2026

She wore skirts when everyone else wore jeans and had a singing voice so clear and powerful that she’d end up touring years later as a backup singer for Roberta Flack.

From "Becoming" by Michelle Obama

Related Words

• grief
• hardship
• injustice
• objection
• outrage
• resentment
• sorrow
• unhappiness