The same instinct of preservation which may cause a worker to give up necessary food so that he may save a little money will cause him to contribute money to a common fund if he can be shown that this too is a safety measure. The public relations counsel extracts from his clients’ causes ideas which will capitalize certain fundamental instincts in the people he is trying to reach, and then sets about to project these ideas to his public. William MacDougall, the psychologist, classifies seven primary instincts with their attendant emotions. They are flight-fear, repulsion-disgust, curiosity-wonder, pugnacity-anger, self-display-elation, self-abasement-subjection, parental-love-tenderness. These instincts are utilized by the public relations counsel in developing ideas and emotions which will modify the opinions and actions of his public. The action of public health officials in stressing the possibility of a plague or epidemic is effective because it appeals to the emotion of fear, and presents the possibility of preventing the spread of the epidemic or plague. Of course, the element of flight in this particular situation is not one of movement, but of a desire to get away from the danger. The instinct of repulsion with its attendant emotion of disgust is not often called upon by the public relations counsel in his work. On the other hand, curiosity and wonder are continually employed. In Governmental work, particularly, the statesman who has an announcement to make is continually exhausting every effort to arouse public interest in advance of the actual announcement. Feelers are often sent out to the public to help create curiosity. It is interesting to note, too, that even book publishers rely upon the element of wonder, termed suspense in drama, to increase their public and their sales. Our now famous “What is wrong with this picture?” advertisements, and those used for the O. Henry books illustrate this point. Pugnacity with its attendant emotion of anger is a human constant. The public relations counsel uses this continually in constructing all kinds of events that will call it into play. Because of it, too, he is often forced to enact combats and create issues. He stages battles against evils in which the antagonist is personified for the public. New York City, when it wants to reduce the death rate from tuberculosis, aligns its citizens yearly in a fight against the disease and continues the idea of combat by announcing the number of victims from year to year. It uses the terminology of warfare in these bulletins. Such phrases in this or other health campaigns as “kill the germs,” “swat the fly,” illustrate this point. The public responds to a battle in a way that it might not respond to a plea to take care of itself or to do its civic duty.