The departments of a modern newspaper will show the great variety of possible approaches on any subject from the standpoint of the press. When this is correlated to the possible approaches on any subject from the standpoint of human psychology, we see the diversification of methods to which the public relations counsel can have recourse to construct events. In the metropolitan press, for instance, there are the news departments, the editorial departments, the letter-to-the-editor department, the women’s department, the society department, the current events department, the sport department, the real estate department, the business department, the financial department, the shipping department, the investment department, the educational department, the photographic department and the other special feature writers and sections, different in different journals. In a valuable study on the “Newspaper Reading Habits of Business Executives and Professional Men in New York” compiled by Professor George Burton Hotchkiss, Head of the Department of Advertising and Marketing, and Richard B. Franken, Lecturer in Advertising at New York University, there are several tables setting forth the features of morning and evening newspapers preferred as a whole by the group to whom the questionnaires were sent, and by various smaller groups within the main group. The counsel on public relations not only knows what news value is, but knowing it, he is in a position to _make news happen_. He is a creator of events. An organization held a banquet for a building fund to which the invitations were despatched on large bricks. The news element in this story was the fact that bricks were despatched. In this capacity, as purveyor and creator of news for the press as well as for all other mediums of idea dissemination, it must be clear immediately that the public relations counsel could not possibly succeed unless he complied with the highest moral and technical requirements of those with whom he is working. Writing on the profession of the public relations counsel, the author of an article in the _New York Times_[43] says “newspaper editors are the most suspicious and cynical of mortals, but they are as quick to discern the truth as to detect the falsehood.” He goes on to discuss the particular public relations counsel whom he has in mind and whom he designates by the fictitious name Swift, and remarks that: “Irrespective of their position on ethics, Swift & Co. won’t deal in spurious goods. They know that one such error would be fatal. The public might forget, but the editor never. Besides, they don’t have to.”