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GCCC Strategic Communication Management Professional Sample Questions:

1. A company's communication director was interviewed by a reporter about the company's new service line. In the article, the communication director was quoted as projecting a 33% growth in revenue, rather than the correct projection of 13%. The communication director is sure they said "13%" to the reporter during the interview, but it was conducted over the phone. Nothing was recorded or communicated in writing. The company's chief executive officer is concerned about stakeholders' perceptions and expectations. Which of the following is a step the communication director would take?

A) The reporter made an error, so the director should demand a correction be published.
B) Contact the company's stakeholders and promise them that you are making the newspaper publish a correction.
C) There is nothing that can be done; the article has been already published.
D) Contact the reporter with the correct information. Request a correction be published, if possible.

2. Tasked with developing a marketing communication plan to promote a new product launch, a communication manager should begin by:

A) Segmenting the targeted potential and current customers and focusing on the most profitable segments for this product line.
B) Analyzing whether the sales goals for the new product are realistically achievable.
C) Designing a creative social media campaign that will highlight the product's innovative features.
D) Meeting with suppliers to determine whether marketing costs can be shared.

3. A company is making a major investment in a new technology platform to improve the way the company innovates, shares data, and manages the product lifecycle. The strategic communication manager is asked to develop an internal communication strategy to help drive awareness and adoption of the new platform. Which of the following are key activities the communication manager should engage in to formulate the strategy?

A) Gather existing collateral to learn as much as possible about the new system, create a media strategy, draft potential names for the project and key message tracks, assess the communication channels to use, and create a schedule for communication delivery.
B) Enlist a representative committee to co-create a strategy, define a media plan of channels to leverage, draft potential names for the project and key message tracks, uncover the culture's propensity to change, and create a schedule for communication delivery.
C) Interview stakeholders to assess current understanding, goals, benefits, and resistance; conduct an audience analysis to determine change impacts; and assess the available and preferred communication channels.
D) Conduct employee surveys to gauge awareness and desire, create a change network of individuals to champion the change, assess the communication channels available and preferred for each audience, and meet with project leads to understand the project plan and timing.

4. What is the main advantage of in-house communication resources for a company?

A) In-house communication professionals are more accessible and familiar with the organization's culture, products, and services.
B) An in-house communication team can handle large-scale projects when needed.
C) In-house communication professionals are more fluent in all skills, crafts, and technologies of communication.
D) An in-house communication team is more cost-effective than relying on external resources.

5. At a recent seminar, an executive of a high-profile social media company gave a persuasive presentation about the future of their social media app for business use. The data included were: it reaches 41% of all 18- to 34-year-olds on any given day; with a geographic filter applied, it is typically seen by 40-60% of daily users within the national audience; 58% of college students would likely purchase a brand's product or service if they saw a coupon on the app; brands are charged an average of $75,000 a day to advertise on it. The organization's products and services are designed to serve the needs of the 40- to 60-year-old segment of the market. The marketing department has already allocated their budget for the year to other channels. The CEO wants to adopt this new technology. What is the BEST way to counsel the CEO?

A) Reallocate budget to accommodate piloting the social media app, then give the executive team a leading business publication featuring new media case studies so they can learn how other businesses are making use of new media.
B) Revisit the communication plan with the aim of finding opportunities to start implementing activity on the social media app as soon as possible and educate the organization on the strategic application of new media to reach a wider audience.
C) Counsel the CEO that the budget is already allocated for the year and the app cannot be implemented this year.
D) Advise that the social media app is not a good fit and it will not deliver a good return on investment (ROI) for the company.

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