GCCC Strategic Communication Management Professional Sample Questions:

1. A start-up company needs to establish a budget for the communication plan. The owners feel unsure about how to budget for communication. How should the communication manager advise the owners?

A) Propose they use the share-of-voice/share-of-mouth (SOV/SOM) method, considering the share of voice and the market share, in order to determine if they have to beat the competition or maintain their status.
B) Advise they give the communication area a free use of budget, with the understanding that the area needs to cover their revenue goals.
C) Recommend they use a percentage of revenue method based on the projections of the company's plan so that they make sure to spend according to the business plan.
D) Suggest setting a budget for each main task within the communication plan and calculate the total budget to set a baseline for the next year.

2. A mid-size organization of about 10,000 employees is looking to revamp how they conduct internal communication. The employees are spread out in many different cities and approximately 70% of them do not work at a desk with a computer. Which of the following would NOT be recommended as an initial step to take in developing a business case proposing a new direction for internal communication?

A) Evaluate the latest tools and technologies available to support internal communication.
B) Conduct internal focus groups and/or surveys with employees to understand their challenges and preferences for receiving and responding to company information.
C) Define the differences among employees when it comes to demographics, communication preferences, technology, and work environment.
D) Have a series of one-on-one conversations with other communication executives in companies of similar size and challenges.

3. A law firm is preparing to defend a client accused of embezzling funds from investors across the country and there is a significant potential for negative publicity for both the client and the firm. What should be the PRIMARY focus when preparing the litigation public relations plan?

A) To sway public opinion to the client's innocence before a jury is selected
B) To take charge of the story line to ensure accuracy and a unified voice
C) To develop an internet strategy and monitor public opinion about the client and firm
D) To enhance the firm's reputation for accepting difficult cases

4. At the end of a safety communication project, the measurement that would be the BEST indicator of success would be changes in:

A) Awareness.
B) Behavior.
C) Attitudes.
D) Knowledge.

5. An organization begins to receive inquiries or notifications from a variety of sources, internally and externally, about a statement one of its executives made at an industry-speaking event regarding a prospective merger. The statement was misleading, incorrect, and risks the organization's reputation with the public, various external stakeholders, and politicians. Further, the statement causes an immediate crisis. The communication manager persuades management to:

A) Have the executive publicly apologize and retract the statement.
B) Ensure that the counsel/legal department is involved in crafting and reviewing the organization's response.
C) Immediately terminate the executive for placing the organization at risk.
D) Engage politicians with face-to-face meetings to explain the misunderstanding.

Solutions: