Let us analyze, for example, the activities of the health departments of such large cities as New York. Of recent years, Health Commissioner Royal S. Copeland and his statements have formed a fairly regular part of the day’s news. Publicity is, in fact, one of the major functions of the Health Department, inasmuch as its constructive work depends to a considerable extent upon the public education it provides in combating evils and in building up a spirit of individual and group coöperation in all health matters. When the Health Department recognizes that such diseases as cancer, tuberculosis and those following malnutrition are due generally to ignorance or neglect and that amelioration or prevention will be the result of knowledge, it is the next logical step for this department to devote strenuous efforts to its public relations campaign. The department accordingly does exactly this. Even governments to-day act upon the principle that it is not sufficient to govern their own citizens well and to assure the people that they are acting whole-heartedly in their behalf. They understand that the public opinion of the entire world is important to their welfare. Thus Lithuania, already noted, while it had the unbounded love and support of its own people, was nevertheless in danger of extinction because it was unknown outside of the immediate boundaries of those nations which had a personal interest in it. Lithuania was wanted by Poland; it was wanted by Russia. It was ignored by other nations. Therefore, through the aid of a public relations expert, Lithuania issued pamphlets, it paraded, it figured in pictures and motion pictures and developed a favorable sentiment throughout the world that in the end gave Lithuania its freedom. In industry and business, of course, there is another consideration of first-rate importance, besides the danger of interference by the public in the conduct of the industry--the increasing intensity of competition. Business and sales are no longer to be had, if ever they were to be had for the asking. It must be clear to any one who has looked through the mass of advertising in street cars, subways, newspapers and magazines, and the other avenues of approach to the public, that products and services press hard upon one another in the effort to focus public attention on their offerings and to induce favorable action. The keen competition in the selling of products for public favor makes it imperative that the seller consider other things than merely his product in trying to build up a favorable public reaction. He must either himself appraise the public mind and his relation to it or he must engage the services of an expert who can aid him to do this. He may to-day consider, for instance, in his sales campaign, not only the quality of his soap but the working conditions, the hours of labor, even the living conditions of the men who make it.