Which of the following is an ethical consideration in public relations practice?

Transparency and accountability are fundamental ethical considerations in public relations practice. These principles emphasize the importance of honesty and openness in communication with audiences. Being transparent means that PR professionals acknowledge their roles, disclose relevant information, and provide truthful content to stakeholders. This fosters trust and credibility, essential components for building and maintaining relationships with diverse audiences.

Accountability refers to the responsibility of PR practitioners to answer for their actions and the information they disseminate. This involves taking ownership of communications and ensuring the public can discern the sources of information. By prioritizing transparency and accountability, public relations practitioners can create more meaningful and ethical exchanges with their constituents, aligning with the broader goals of ethical communication and public trust.

The other options reflect approaches that compromise ethical standards, such as manipulating perceptions or promoting only favorable content without balance or context. These practices can lead to misinformation and distrust, which ultimately undermine the integrity of public relations as a profession.