What is Flack?

Flack a term for a person who handles PR and communications, as well as a term for incoming fire. It is also, therefore, the name of this Substack, which will cover both of the other topics.

With this blog and newsletter, I’ll propose a new playbook for communications, with the objective of helping you win over the people who matter, without wasting time or inducing cringe. I hope you’ll subscribe and join thousands of others on the list.

Who writes this?

I’m Lulu Cheng Meservey. Before leading comms at Substack, I was the cofounder and president of an international strategic communications agency called TrailRunner International. I’m not a classically trained comms person; most of my background is in finance, geopolitics, tech, and consulting. But I’ve seen how good communication can be a superpower, a force multiplier, or trip wire, and I’m fascinated by the craft.

To satiate my own curiosity, Flack will be my way of building in public as I think through new ways to communicate in an era of skepticism and information overload.

Who should subscribe?

Founders, operators, professional communicators, and anyone trying to win hearts and minds.