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GCCC Strategic Communication Management Professional 認定 SCMP 試験問題:
1. A mid-size organization of about 10,000 employees is looking to revamp how they conduct internal communication. The employees are spread out in many different cities and approximately 70% of them do not work at a desk with a computer. Which of the following would NOT be recommended as an initial step to take in developing a business case proposing a new direction for internal communication?
A) Have a series of one-on-one conversations with other communication executives in companies of similar size and challenges.
B) Conduct internal focus groups and/or surveys with employees to understand their challenges and preferences for receiving and responding to company information.
C) Define the differences among employees when it comes to demographics, communication preferences, technology, and work environment.
D) Evaluate the latest tools and technologies available to support internal communication.
2. Which of the following should be considered when creating a more effective corporate social media strategy?
A) Any engagement with the corporate social media accounts
B) The volume of engagement with the corporate social media accounts
C) The data that are most relevant for the purpose of each platform and show engagement related to corporate goals
D) How many impressions the corporate social media accounts receive in a particular time period
3. 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.
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) Decline all interviews until the initial public offering has concluded.
C) Create a key message document that is aligned with the prospectus.
D) Consult with company counsel, the underwriters, and the underwriters' counsel.
5. A communication manager has been employed at a technology company following its recent acquisition by a global conglomerate. The acquisition involved significant retrenchments (25% of the 5,000-strong local staff), as well as the addition of new and young staff who are based in 12 countries, all using different technology systems and infrastructure. A new chief executive officer (CEO) has been appointed through an external executive placements agency, and she has hired the communication manager to establish a communication department and new communication strategy for the business. Which of the following poses the biggest immediate challenge to achieving effective communication within the business?
A) Attitudes and opinions of all employees towards the new CEO and management team following the acquisition and retrenchment
B) Cultural and language differences which may exist across the 12 countries
C) Geographical spread resulting in reaching people in many different countries, all using different technology platforms
D) The generation gap, since most new employees are younger than senior management
質問と回答:
| 質問 # 1 正解: D | 質問 # 2 正解: C | 質問 # 3 正解: C | 質問 # 4 正解: D | 質問 # 5 正解: C |



