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GCCC Strategic Communication Management Professional Sample Questions:

1. 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) Recall the products as a distributor, issue a warning to all customers and communicate the recall through your social media.
B) Immediately withdraw the products from the shelves, in order to minimize any risk and then wait for the results of the study.
C) 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.
D) Contact the supplier and get an update, monitor the situation closely, review customer complaints and be ready to act as needed.

2. 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) "Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn."
C) "Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool."
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."

3. In the early stages of communication during a crisis, after communicating regret and concern, the next MOST important focus for communication is:

A) indicating what the authorities are doing to address the crisis.
B) placing the responsibility for the crisis on the appropriate party.
C) describing the steps the organization is taking to address the situation now and in the future.
D) communicating the facts that are currently available.

4. 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) Aggressively push back against criticism.
C) Invite and sustain proactive dialogue with stakeholders in order to involve them in corporate social responsibility efforts.
D) Demonstrate to stakeholders how their concerns are being addressed and employ multiple feedback methods.

5. In evaluating the success of a media skills coaching and training program for executives in the organization, which of the following should NOT be the expected outcome?

A) Consistently positive media coverage.
B) Confidence is enhanced.
C) They understand what to say and when.
D) Better media relationships.

Solutions: