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A trial balloon, or kite-flying (used in the UK and elsewhere), is information sent out to the media in order to observe the reaction of an audience. It is used by companies sending out press releases to judge customer reaction, and by politicians who deliberately leak information on a policy change. The term is of French origin. Trial balloon translates French ballon d'essai, which was a small balloon sent up immediately before a manned ascent to determine the direction and tendency of winds. Its earliest use in English is figurative.