GCCC SCMP 問題集 : Strategic Communication Management Professional

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

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.

Which objectives are MOST important when developing a communication strategy?

• A. Specific, measurable, attainable, relevant, and time-sensitive
• B. Strategic, memorable, attainable, and task-oriented
• C. Safe, measurable, actionable, relevant, and targeted
• D. Substantial, marketable, actionable, and time-sensitive

When developing a strategic communication plan to present to the chief executive officer, which of the following are the four MOST essential elements of an effective plan?

• A. A sample of the creative approach ("look and feel"), list of tactics, list of individuals or groups responsible for every task, and a detailed budget
• B. Problem statement, chart of roles and responsibilities, list of tactics, and samples of previous plans
• C. Links to corporate goals and objectives, measurable communication objectives, detailed budget, and evaluation methodology
• D. A calendar with deadlines, an individual or group responsible for major tasks, priority events, and an individual who will monitor the plan

You are the communications director of a large pet supplies store chain. One of your suppliers sends you a formal notification that one of their dog food products is being investigated by regulators for potential harmful ingredients that might severely harm pets' health. They have not decided yet for a total recall, but they are issuing this early warning to distributors only. You understand this product is your best-selling one. Your advice to the CEO in terms of the most effective crisis communication response would be to:

• A. Immediately withdraw the products from the shelves, in order to minimize any risk and then wait for the results of the study.
• B. Contact the supplier and get an update, monitor the situation closely, review customer complaints and be ready to act as needed.
• C. Recall the products as a distributor, issue a warning to all customers and communicate the recall through your social media.
• D. Contact the supplier, ask for a total recall of the product, ask them to take responsibility and issue a public statement about it, without involving your own store brand.