The instinct to survive is hardwired in all humans. When there exists confrontation, we either consider them on or we try to escape from them. This is the “fight or flight” response. In the earth of franchise pr, we see that concept can be used when we are faced with a PR crisis. Think of the particular “fight or flight response” such as a boxing match. A boxer will set up his fists if someone even hints at the thinking behind dealing a knock back at them.