36). According to Yin et al. (2012), in addition to handling problems or issues, the role of public relations (PR) employees is to help management be informed and responsive to public opinion. Cutlip et al. defines PR as the research, conduct, and evaluation, on an ongoing basis, of action and communication programs to achieve the informed public understanding necessary for the success of an organization's goals (p. 6). The Public Relations Society of America (PRSA), generally considered the largest and most important organization of public relations professionals, adopted a definition in 2012 that says simply: “Public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics" ("Organization for public relations and communications professionals: information on PRSA,"