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GCCC Strategic Communication Management Professional Sample Questions:

1. In defining the goals component of a communication plan, a communication manager should:

A) determine which goals can be tracked on a continuous basis.
B) decide what the target audiences should do as a result of implementation of the communication plan.
C) request clarification from senior management regarding the resources available to implement the plan.
D) evaluate a wide range of communication channels that will reach the target audiences.

2. A competitor's communication manager complains that a company's blog posts include numerous instances of spun content. In reviewing the blog posts with the editorial team, it is clear that about a third of the content in several posts is copied from other sources. Which of the following is the correct assessment of the situation?

A) Spun content is not a form of plagiarism because it is not referred to in the IABC Code of Ethics.
B) Spun content is a form of plagiarism.
C) Since the spun content does not exceed 50% of the total content, this is not plagiarism.
D) Spun content is not a form of plagiarism because this falls under the "fair use" rules.

3. A communication manager for a chemical company learns during a casual lunch conversation with an operations manager that the company accidentally harmed the environment because of an accident and is not following its internal code of good conduct and transparency to stakeholders. Which response is the MOST ethical?

A) After speaking with leaders about the company's unethical handling of the accident, the communication manager should resign and might consider anonymously leaking the information to a regulatory agency.
B) The communication manager should urge leadership to stop accidents that harm the environment, and in doing so, has performed his or her ethical duty and can ensure that the information does not get out to media and other parties that could harm the company's reputation.
C) The communication manager could infer that the lack of communications and transparency indicates a cover-up and look for a way to discretely take the story to the media.
D) The communication manager should speak to company leaders about a proposed action plan regarding the accident and lack of transparency, and should also contact the company's ethics department about the situation.

4. An independent consultant has completed a confidential report on a community bank's lending practices confirming that criticisms made publicly against the bank are justified. As the communication manager is exiting the building, a reporter who claims to have seen the report demands to talk with someone in authority.
Which of the following is the communication manager's BEST immediate response?

A) "Please come in while I find someone who can speak with you."
B) "I am not able to help you at this time. Give me your number and I will contact you."
C) "I cannot comment on this. Our company policy is for you to make an appointment to talk with the responsible executive."
D) "The report has not been released so you must have seen a leaked copy. You will be the first person I will call the moment it goes out."

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) 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.
B) Counsel the CEO that the budget is already allocated for the year and the app cannot be implemented this year.
C) 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.
D) 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.

Solutions: