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GCCC Strategic Communication Management Professional Sample Questions:

1. The latest market research for an organization has revealed a decline in market share, particularly with the female customer. The chief executive officer (CEO) has asked the head of communication for advice on whether a stronger focus on communication would help correct this decline. Which of the following responses provides sound strategic counsel to the CEO?

A) "Many factors contribute to shifts in market share, and it is impossible to determine whether our communication efforts play a role in the decline."
B) "Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool."
C) "Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn."
D) "You will get better return on investment (ROI) by focusing on social media versus other marketing efforts."

2. An important step in managing an organization's reputation is analyzing the relationship with stakeholders.
Which statement below BEST describes why this is done?

A) To determine the communication approach for each audience
B) To determine which stakeholders are a priority
C) To have a clear understanding of the diversity of stakeholders and risks associated with each
D) To understand the attitude and engagement level each audience may have with the organization during a crisis

3. When overseeing a long-term change communication project, the BEST way to measure improvements in understanding, accepting, and acting on the change messaging during this campaign would be:

A) Meeting with a consistent focus group of employees periodically during the campaign.
B) Monitoring chats among different groups of employees during the campaign.
C) Monitoring and analyzing the tone and content of employees' social media posts.
D) Conducting surveys with different random samples of employees at different points during the campaign.

4. You are the brand manager of a deodorant and you are working with your advertising agency on your media scheduling plan. The strategy that you choose for your product's media scheduling is:

A) Randomization
B) Continuity
C) Pulsing
D) Flighting

5. It is the beginning of May. You work for a trade organization that surveyed its members for feedback on a series of policy issues. A total of 300 members of the organization of 15,000 answered the survey in January.
You have been tasked by the general manager to communicate the survey results to the press and make the results as appealing as possible for journalists. Of the following options, which one is unethical?

A) Omitting the sample size in the release
B) Having visuals that accompany the release only illustrate a selection of the survey results
C) Presenting the results as April results
D) Sending out the release to a selection of journalists that are known to cover the organization's surveys favourably

Solutions: