Trial balloon

A trial balloon is information sent out to the media in order to observe the reaction of an audience. It can be used by companies sending out press releases to judge reaction by customers, or it can be used by politicians who deliberately leak information on a policy change under consideration. The term is of French origin.

In politics trial balloons often take the form of an intentional news "leak" to assess public opinion. An example was when the New York Times reported in mid-June 2012 that Governor Andrew Cuomo and his staff were deliberating on a plan to restrict hydrofracking to five counties in the Southern Tier of New York where the Marcellus shale is deepest and drilling is least likely to pollute well water supplies in those aquifers. Because the proposed change in New York energy law was highly controversial, the Albany Times Union the next day filed a front-page, above the fold story questioning the plan's leak as a "trial balloon" in the headline, which had quickly garnered both criticism and support.