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GCCC SCMP Exam Syllabus Topics:
| Section | Weight | Objectives |
|---|---|---|
| Evaluation and Measurement | 15-20% | - Key performance indicators (KPIs) - Continuous improvement processes - ROI and business impact assessment - Measurement frameworks and models - Analytics and reporting |
| Message Development and Design | 20-25% | - Creative development processes - Channel selection and optimization - Message strategy and architecture - Content strategy - Audience segmentation and targeting |
| Implementation and Execution | 15-20% | - Resource allocation and budgeting - Crisis communication planning - Integration of communication channels - Change management communication - Project management for communication |
| Strategic Communication Foundations | 15-20% | - Ethical principles in strategic communication - Role of communication in organizational strategy - Communication theory and models - Professional standards and competencies |
| Strategic Planning and Analysis | 20-25% | - Research and measurement frameworks - Environmental scanning - Setting strategic communication objectives - Situation analysis methodologies - Stakeholder identification and mapping |
GCCC Strategic Communication Management Professional Sample Questions:
Strategic alignment as a core concept in reputation management is defined as the degree of:
- A. Strategic awareness among key audiences of supportive behavior and understanding of the "how" and the "what" of a firm's strategic intents.
- B. Supportive behavior from employees needed to understand the "how" and the "what" of a firm's strategic intents.
- C. Supportive behavior among key audiences rooted in awareness and understanding of the "what" and the
"why" of a firm's strategic intents. - D. Knowledge among key audiences of supportive behavior and operational capacity needed to understand the "how" and the "why" of a firm's strategic intents.
Correct Answer: C 🗳️
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The IABC Code of Ethics serves as a guide to making consistent, responsible, ethical, and:
- A. procedural instructions in all our communications.
- B. legal choices in all our communications.
- C. accurate graphics in all our communications.
- D. strategic content in all our communications.
Correct Answer: B 🗳️
In order to encourage and reinforce an ethical culture, an organization's ethics program should include:
- A. links to applicable local criminal law.
- B. consistent, clear messages about values.
- C. punishments and rewards for employee behavior.
- D. references for the consultant who drafted the program.
Correct Answer: B 🗳️
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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. Aggressively push back against criticism.
- B. Invite and sustain proactive dialogue with stakeholders in order to involve them in corporate social responsibility efforts.
- C. Issue a continuous stream of press releases underscoring the benefits of the corporate social responsibility initiatives.
- D. Demonstrate to stakeholders how their concerns are being addressed and employ multiple feedback methods.
Correct Answer: B 🗳️
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In defining the goals component of a communication plan, a communication manager should:
- A. evaluate a wide range of communication channels that will reach the target audiences.
- B. decide what the target audiences should do as a result of implementation of the communication plan.
- C. determine which goals can be tracked on a continuous basis.
- D. request clarification from senior management regarding the resources available to implement the plan.
Correct Answer: B 🗳️
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