Question 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?

Options :

A :

“Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool.”

B :

“Many factors contribute to shifts in market share, and it is impossible to determine whether our communication efforts play a role in the decline.”

C :

“Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn.”

D :

“You will get better return on investment (ROI) by focusing on social media versus other marketing efforts.”

Answer: C

Question 2

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?

Options :

A :

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.

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 :

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.

D :

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.

Answer: A

Question 3

Which three steps ensure realistic goals and outcomes in a corporate social responsibility plan?

Options :

A : CEO announcement, identify partners, and approve budget.

B : Corporate self-assessment, determine priorities, and establish a values statement.

C : Draft corporate values, identify action items, and assign tasks.

D : Set goals, get internal buy-in, and develop action plan.

Answer: B

Question 4

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?

Options :

A :

A calendar with deadlines, an individual or group responsible for major tasks, priority events, and an individual who will monitor the plan

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 sample of the creative approach (“look and feel”), list of tactics, list of individuals or groups responsible for every task, and a detailed budget

Answer: C

Question 5

A law firm is preparing to defend a client accused of embezzling funds from investors across the country and there is a significant potential for negative publicity for both the client and the firm. What should be the PRIMARY focus when preparing the litigation public relations plan?

Options :

A : To take charge of the story line to ensure accuracy and a unified voice

B : To sway public opinion to the client’s innocence before a jury is selected

C : To develop an internet strategy and monitor public opinion about the client and firm

D : To enhance the firm’s reputation for accepting difficult cases

Answer: A

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