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GCCC SCMP Exam Syllabus Topics:

GCCC Strategic Communication Management Professional Sample Questions:

1. The latest market research for an organization has revealed a decline in market share, particularly with the female customer. The chief executive officer (CEO) has asked the head of communication for advice on whether a stronger focus on communication would help correct this decline. Which of the following responses provides sound strategic counsel to the CEO?

A) "You will get better return on investment (ROI) by focusing on social media versus other marketing efforts."
B) "Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool."
C) "Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn."
D) "Many factors contribute to shifts in market share, and it is impossible to determine whether our communication efforts play a role in the decline."

2. An oil and gas company is developing awareness of its environmental and community outreach initiatives for one of its projects within a limited communication budget. Which of the following strategies would be MOST effective in nurturing support for the project?

A) Securing ad space in the most relevant media
B) Informing opponents of the project about the project's environmental benefits
C) Providing the community and media with a fact sheet about the project's benefits
D) Developing awareness of the project among new audiences

3. 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) 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.
B) 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.
C) Advise they give the communication area a free use of budget, with the understanding that the area needs to cover their revenue goals.
D) 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.

4. A company has announced an initial public offering, which has resulted in multiple media outlets requesting interviews with the company's CEO. Which action should be taken FIRST before making a recommendation to the CEO?

A) Create a comprehensive Q&A anticipating all potential questions.
B) Consult with company counsel, the underwriters, and the underwriters' counsel.
C) Decline all interviews until the initial public offering has concluded.
D) Create a key message document that is aligned with the prospectus.

5. A business plan has been developed for a new product launch. Which element is critical to define as a FIRST step in building a communication plan in support of the new product?

A) Review how competitors are communicating about similar products.
B) Devise a tracking and reporting process.
C) Articulate which communication tools fit best for the project.
D) Define the target audience and how you want them to think or act differently from the current state.

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