Final answer:
Public relations practitioners must be reliable, credible, and transparent to justify the trust of the news media.
Step-by-step explanation:
Public relations practitioners who expect to remain effective must justify the trust of the news media by being reliable, credible, and transparent.
Firstly, being reliable means consistently providing accurate and timely information. Public relations professionals should ensure that the information they share with the media is factually correct and supported by reputable sources. This can be done by conducting thorough research, reviewing data, and verifying the accuracy of information before sharing it.
Secondly, being credible means establishing trust through ethical practices and demonstrating a commitment to honesty and integrity. Public relations practitioners should avoid engaging in deceptive or manipulative tactics and instead focus on maintaining open and honest communication with the media.
Lastly, being transparent means being open and forthcoming about intentions, motives, and potential conflicts of interest. It is important for public relations professionals to disclose any relevant information that could affect the credibility of their messages or the trust placed in them by the news media.