What tactic involves individuals retaining information that aligns with their beliefs?

The correct answer is selective retention, which refers to the tendency of individuals to remember information that is consistent with their pre-existing beliefs and attitudes. This psychological phenomenon occurs because people are more likely to engage with and recall information that reinforces what they already think or feel, creating a bias in their memory.

Selective retention plays a crucial role in public relations as it highlights the importance of understanding target audiences. PR professionals must consider how messages might align with the beliefs of their audience to ensure effective communication. Successful campaigns often tap into these pre-existing beliefs, making it more likely that the audience will accept and remember the information presented.

The other concepts mentioned do not specifically focus on the retention of information aligned with beliefs. Active processing pertains to the way individuals actively engage with information, which may or may not relate to pre-existing beliefs. Cognitive dissonance involves the discomfort people feel when faced with conflicting information, leading them to alter their beliefs or attitudes. Pertinence evaluation relates to how relevant or significant individuals find information, which doesn't inherently connect to the retention aspect.