Czechoslovakia, during the Peace Conference, wanted to appeal to its countrymen in America, but this group was vague and scattered in a population that lived in many cities throughout the country. The public relations counsel who was engaged to reach this scattered population had, therefore, to translate his appeals so that they might be understood logically and emotionally by the educated and the uneducated, the urban, the rural, the laboring and the professional man. The same problem in a quite different guise presented itself to the public relations counsel who wanted to insure a public response to the appeal of the Diaghileff Russian Ballet, of which the public knew nothing. He had, therefore, to surmount the difficulties of dissimilar geographic and artistic heritage and taste, of unwillingness to accept novelty and of interests already firmly attached to other forms of amusement. Dominant groups to-day are more secure in their position than was the most successful autocrat of several hundred years ago, because to-day the inertia which must be overcome in order to displace these groups is so much greater. So many persons with so many different points of view must be reached and unified before anything effective can be done. Unity can be secured only by finding the greatest common factor or divisor of all the groups; and it is difficult to find one common factor which will appeal to a large and unhomogeneous group. A very simple and broadly appealing campaign for reaching the public was undertaken recently by the railroads in combination. They utilized the poster in graphic, fundamental appeal to awaken an instinct of carefulness in regard to crossing railroad tracks. When the government sought to reëstablish ex-service men, the public relations counsel had to appeal vividly and quickly to employers and returned soldiers out of the vast complexity of their interests. He selected the most fundamental appeals of loyalty, fairness and patriotism in order to be understood actively.