In crisis communications, what is flighting?

• A. A strategy of continuous, even promotion over time.
• B. A method to measure response during a crisis.
• C. A budget allocation technique.
• D. A scheduling approach with bursts of promotion interspersed with gaps.

Answer: (D)

Flighting is a scheduling pattern where crisis messages are released in bursts with pauses in between. This mirrors how attention and information flow often unfold during a crisis: there are intense moments when updates are crucial and audiences are most receptive, followed by quieter periods. Using bursts helps you focus resources on the key moments, maintain visibility when it matters most, and avoid audience fatigue from constant messaging.

This approach differs from continuous promotion, which pushes out messages steadily over time, and from options focused on measuring response or budgeting, which deal with evaluation or financial planning rather than the timing of communications.