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GCCC Strategic Communication Management Professional Sample Questions:

1. A communication manager receives an email from an executive asking the manager to make employee engagement a top priority due to receiving disappointing employee engagement survey results. The best FIRST step for the communication manager would be to:

A) Contact Human Resources for more information about the employee engagement survey and the survey results.
B) Meet with direct reports to discuss the need to make employee engagement a top priority.
C) Meet with the executive to discuss the executive's concerns more specifically.
D) Develop communication plans designed to improve employee engagement.

2. 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) Advise they give the communication area a free use of budget, with the understanding that the area needs to cover their revenue goals.
B) 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.
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) 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.

3. An outside consultant has been hired to advise an organization on improving its public relations (PR) agency- client relationship. The company has a history of failed engagements with agencies that have resulted in gaps and inefficiencies in their PR activities, along with impacting their overall management reputation. The client explains that in the past they had to deal with poor agency performance while incurring significant costs.
What is the BEST advice for the consultant to give?

A) Conduct a study to understand the client's needs and expectations. Discuss expectations based on market and industry standards, adjust them as needed, and develop a request for proposal (RFP) with specific criteria to determine an agency that would fulfill their requirements.
B) Hire the best PR agency which has proven results with other clients, even if the cost is higher than expected, as performance will not be an issue.
C) Suggest an internal reorganization of their communication department. Since the failed engagements have been numerous, it seems that the client side has a problem in managing PR agencies. A department restructuring and hiring a new communication manager may resolve the situation.
D) Leverage the relationship dynamic between organizations and agencies to negotiate a contract upfront that is cost effective and beneficial for them.

4. A chief executive officer (CEO) has suggested implementing a corporate social network that has been customized for secure internal corporate use. The CEO feels this could be a popular alternative channel to email and will help to improve employee engagement as well as collaboration and communication within the workforce. The CEO asks the communication manager to pilot the tool for six months before making a recommendation on its wide-scale adoption. Which factors are the BEST indicators of the success of the pilot?

A) Number of departments represented and cost per active participant
B) Frequency of use and quality and volume of content shared between participants
C) The number of comments, videos, and photos posted
D) Overall cost of the tool and participant feedback on its functionality

5. What is the difference between a communication strategy and a communication plan?

A) They are the same, and the terms are interchangeable.
B) It does not matter which term is used as long as the document considers both internal and external communication.
C) A strategy supports communication for an organization or a significant initiative or issue; a plan has less analysis and generally focuses on deliverables and a work plan.
D) A strategy is a more focused document that outlines the communication for a specific project or initiative; a plan is a more comprehensive document with in-depth considerations and analysis.

Solutions: