LAST CALL: PRWeek takes the flak, or flack, over misspelling word

You'd think that after three years, PRWeek would have worked out how to spell the PR industry's most-hated word.

You'd think that after three years, PRWeek would have worked out how to spell the PR industry's most-hated word.

But last week we received a letter from Bill Adams, FlU's PR professor and the subject of our Profile this issue, who wrote that we'd confused the word "flack

with "flak

in an earlier story.

Rather than simply printing his letter, an in-office debate ensued. The first reporter came up with, "It's flak, like flak jacket.

Then the office smartass came up with the Webster definition that suggested that while "flak

meant anti-aircraft guns or criticism, "flack

was "one who provides publicity.

A smarter-ass then sniffed that "flak

comes from the German Fliegerabwehrkanone, which doesn't even contain a C.

Once we started hurling donuts at one another, we gave up. Would anyone care to enlighten us? An insult by any other spelling is just as sweet ...

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