GCCC SCMP Exam : Strategic Communication Management Professional

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. 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.
• B. 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.
• 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. 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.

A communication manager works in an external stakeholder relations position. A business executive must deliver difficult news to a variety of stakeholders, industries, and association representatives. It is expected that the organization's changes will cause much dismay, but the communication manager believes there is an opportunity to engage external stakeholders in order to effectively influence opinion. The BEST way to deliver bad news to the stakeholders includes:

• A. holding face-to-face meetings to create open conversation.
• B. providing weekly statements to explain why the changes are necessary.
• C. conducting quarterly surveys to monitor their opinions.
• D. writing position papers to justify the changes.

An organization begins to receive inquiries or notifications from a variety of sources, internally and externally, about a statement one of its executives made at an industry-speaking event regarding a prospective merger. The statement was misleading, incorrect, and risks the organization's reputation with the public, various external stakeholders, and politicians. Further, the statement causes an immediate crisis. The communication manager persuades management to:

• A. Engage politicians with face-to-face meetings to explain the misunderstanding.
• B. Ensure that the counsel/legal department is involved in crafting and reviewing the organization's response.
• C. Have the executive publicly apologize and retract the statement.
• D. Immediately terminate the executive for placing the organization at risk.

Which global communication trends impact how a marketing communication team may function?

• A. The use of media outlets and influencers to promote a brand
• B. The lack of convergence between internal and external stakeholders
• C. The growth of streaming video and audio platforms
• D. The irrelevance of local media tracking and analysis

A company's communication manager has noticed an increasing volume of criticism on social media regarding the company's corporate social responsibility initiatives being self-serving and hypocritical. Which action should be taken by the communication manager when developing the MOST effective, long-term response to the criticism?

• A. Issue a continuous stream of press releases underscoring the benefits of the corporate social responsibility initiatives.
• B. Demonstrate to stakeholders how their concerns are being addressed and employing multiple feedback methods.
• C. Invite and sustain proactive dialogue with stakeholders in order to involve them in corporate social responsibility efforts.
• D. Aggressively push back against criticism.