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Clients are never happy. Their story should have gotten more coverage. It was the agency’s fault for not pushing hard enough. The agency can’t easily tell their client that their story was a dud.
Reporters see agencies as a necessary evil. PR staffers bring them stories, but can also be pushy. And truth be told, most reporters prefer finding their own stories.
So it’s no wonder PR pros have earned the pejorative ‘flack,’ as in “Tell that PR flack to stop calling me. I’m on deadline.”
Turns out the term has nothing to do with shrapnel or criticism. No, the term comes from the “energetic” movie publicist George Flack.
He must have left quite an impression.