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GCCC SCMP Exam Syllabus Topics:
| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Advising and Leading | 23% | - Aligning communication with business objectives - Coaching and advising on communication practices - Strategic counsel to executives and leadership |
| Topic 2: Ethics and Professional Standards | 10% | - Legal compliance and ethical decision-making - Applying IABC Code of Ethics - Professional accountability and integrity |
| Topic 3: Strategy Development | 19% | - Aligning communication with organizational strategy - Situation analysis and stakeholder mapping - Defining objectives, strategies and risk planning |
| Topic 4: Communication Management | 20% | - Budgeting, governance and project oversight - Team leadership and resource management - Developing business cases and managing performance |
| Topic 5: Innovation and Integration | 10% | - Adopting new technologies and approaches - Integrating communication across channels and functions |
| Topic 6: Reputation Management | 18% | - Building and protecting organizational reputation - Identifying and mitigating reputational risks - Crisis communication and stakeholder trust |
GCCC Strategic Communication Management Professional Sample Questions:
Question 1
At a recent seminar, an executive of a high-profile social media company gave a persuasive presentation about the future of their social media app for business use. The data included were: it reaches 41% of all 18- to 34-year-olds on any given day; with a geographic filter applied, it is typically seen by 40-60% of daily users within the national audience; 58% of college students would likely purchase a brand's product or service if they saw a coupon on the app; brands are charged an average of $75,000 a day to advertise on it. The organization's products and services are designed to serve the needs of the 40- to 60-year-old segment of the market. The marketing department has already allocated their budget for the year to other channels. The CEO wants to adopt this new technology. What is the BEST way to counsel the CEO?
A. Reallocate budget to accommodate piloting the social media app, then give the executive team a leading business publication featuring new media case studies so they can learn how other businesses are making use of new media.
B. Counsel the CEO that the budget is already allocated for the year and the app cannot be implemented this year.
C. Advise that the social media app is not a good fit and it will not deliver a good return on investment (ROI) for the company.
D. Revisit the communication plan with the aim of finding opportunities to start implementing activity on the social media app as soon as possible and educate the organization on the strategic application of new media to reach a wider audience.
Question 2
Which of the following is the MOST important role in strategic communication during digital transformation?
A. Employee engagement surveys
B. Technology training plans
C. Selection of communication tools
D. Change management communication
Question 3
What is the MOST important factor that a communication leader should consider when deciding whether to engage stakeholders on a contentious societal issue?
A. Timing of a response
B. Alignment with business goals
C. Using appropriate channels
D. Consistency with company values
Question 4
The corporate communication function in a large corporation should report to which business unit?
A. Human Resources
B. CEO or other top executive
C. Investor Relations
D. Marketing and Advertising
Question 5
A start-up company needs to establish a budget for the communication plan. The owners feel unsure about how to budget for communication. How should the communication manager advise the owners?
A. Advise they give the communication area a free use of budget, with the understanding that the area needs to cover their revenue goals.
B. Suggest setting a budget for each main task within the communication plan and calculate the total budget to set a baseline for the next year.
C. Recommend they use a percentage of revenue method based on the projections of the company's plan so that they make sure to spend according to the business plan.
D. Propose they use the share-of-voice/share-of-mouth (SOV/SOM) method, considering the share of voice and the market share, in order to determine if they have to beat the competition or maintain their status.
Solutions:
| Question 1 Answer: C | Question 2 Answer: D | Question 3 Answer: D | Question 4 Answer: B | Question 5 Answer: B |
