Question 1

When overseeing a long-term change communication project, the BEST way to measure improvements in understanding, accepting, and acting on the change messaging during this campaign would be:

Options :

A : Monitoring and analyzing the tone and content of employees’ social media posts.

B : Meeting with a consistent focus group of employees periodically during the campaign.

C : Conducting surveys with different random samples of employees at different points during the campaign.

D : Monitoring chats among different groups of employees during the campaign.

Answer: C

Question 2

In defining the goals component of a communication plan, a communication manager should:

Options :

A : determine which goals can be tracked on a continuous basis.

B : request clarification from senior management regarding the resources available to implement the plan.

C : decide what the target audiences should do as a result of implementation of the communication plan.

D : evaluate a wide range of communication channels that will reach the target audiences.

Answer: C

Question 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?

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 4

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

Question 5

Which step should come FIRST when developing a communication strategy?

Options :

A : Determining the goals and objectives of the communication strategy

B : Identifying the key messages to communicate to audiences

C : An analysis of the business environment and the needs of the organization

D : Planning the measurement approach to demonstrate impact

Answer: C

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