Under pugnacity would come that technique of the public relations counsel which is continually devising tests and contests. Mr. Martin, in his experience as director of the Cooper Union Forum, noticed that the sort of interest which will most easily bring an assemblage of people together is most commonly an issue of some kind. On the one hand, says Mr. Martin:[28] “I have seen efforts made in New York to hold mass meetings to discuss affairs of the very greatest importance, and I have noted the fact that such efforts usually fail to get out more than a handful of specially interested persons, no matter how well advertised, if the subject to be considered happens not to be of a controversial nature. On the other hand, if the matter to be considered is one about which there is keen partisan feeling and popular resentment--if it lends itself to the spectacular personal achievement of one whose name is known, especially in the face of opposition or difficulties--or if the occasion permits of resolutions of protest, of the airing of wrongs, of denouncing a business of some kind, or of casting statements of external principles in the teeth of ‘enemies of humanity,’ then, however trivial the occasion, we may count on it that our meeting will be well attended. “It is this element of conflict, directly or indirectly, which plays an overwhelming part in the psychology of every crowd. It is the element of contest which makes baseball so popular. A debate will draw a larger crowd than a lecture. One of the secrets of the large attendance of the forum is the fact that discussion--‘talking back’--is permitted and encouraged. The Evangelist Sunday undoubtedly owes the great attendance at his meetings in no small degree to the fact that he is regularly expected to abuse some one. “Nothing so easily catches general attention and creates a crowd as a contest of any kind. The crowd unconsciously identifies its members with one or the other competitor. Success enables the winning crowd to ‘crow’ over the losers. Such an occasion becomes symbolic and is utilized by the ego to enhance its feeling of importance.” The public relations counsel finds in the instinct of pugnacity a powerful weapon for enlisting public support for or public opposition to a point of view in which he is interested. On this principle, he will, whenever possible, state his case in the form of an issue and enlist, in support of his side, such forces as are available.