What does the term propriety refer to in the context of public relations?

In the context of public relations, propriety primarily refers to the appropriateness of behavior and the manner in which communication is conducted. The correct choice highlights that propriety encompasses standards of good taste and sensitivity, particularly when it comes to visual materials like photographs.

Images used in PR should align with societal norms and expectations—meaning that they should be respectful and considerate of the audience's values. Photos deemed "not in good taste" can damage an organization's reputation and the trust of its stakeholders.

While accuracy in reporting, ethical standards, and legal compliance are all critical components of effective communication in public relations, they each represent distinct aspects of communication strategies. Propriety, however, specifically points to the need for messages—both written and visual—to resonate well with the community's values, reinforcing the importance of tact and decorum in public relations efforts.