Chipotle recently asked all customers not bring guns into their stores. I believe the message was very polite and did not show much political affiliation; however, it started off a storm of negative feedback from gun rights advocates. Today, it seems so many issues set people off, especially with social media and the internet making dissemination of information so fast. This makes PR even more relevant than ever before. PR professionals must constantly keep their eye on possible controversial situations that could arise that affect their clients. Companies want to be able to express their ideals without losing business. It is the PR professional’s responsibility to help ensure this as much as possible.