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GCCC SCMP Exam Syllabus Topics:
| Section | Objectives |
|---|---|
| Principles of Strategic Communication | - Research and Analysis
|
| Evaluation and Measurement | - Performance measurement
|
| Strategy and Planning | - Communication strategy development
|
| Implementation and Management | - Execution of communication plans
|
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) 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) Advise they give the communication area a free use of budget, with the understanding that the area needs to cover their revenue goals.
2. 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) 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.
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) 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.
D) Leverage the relationship dynamic between organizations and agencies to negotiate a contract upfront that is cost effective and beneficial for them.
3. Benchmarking is a critical element of communication research because it:
A) identifies communication practices that can be easily introduced into the organization with minimal modification.
B) can drive the adoption of new approaches by showing what best-in-class organizations are doing.
C) can take the place of primary research methods.
D) contributes to the improvement of communication effectiveness by identifying best practices.
4. Which action is MOST important in a leader's role for effective communication with employees?
A) Ensure all communication flows through the executive leadership.
B) Provide information and feedback on individual performance only during formal reviews.
C) Provide organization information that is approved by executive leaders.
D) Make information available so employees have the essential information to do their jobs effectively.
5. In order to encourage and reinforce an ethical culture, an organization's ethics program should include:
A) consistent, clear messages about values.
B) links to applicable local criminal law.
C) punishments and rewards for employee behavior.
D) references for the consultant who drafted the program.
Solutions:
| Question # 1 Answer: B | Question # 2 Answer: C | Question # 3 Answer: D | Question # 4 Answer: D | Question # 5 Answer: A |

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