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GCCC Strategic Communication Management Professional 認定 SCMP 試験問題:

1. An outside consultant has been hired to advise an organization on improving its public relations (PR) agency- client relationship. The company has a history of failed engagements with agencies that have resulted in gaps and inefficiencies in their PR activities, along with impacting their overall management reputation. The client explains that in the past they had to deal with poor agency performance while incurring significant costs.
What is the BEST advice for the consultant to give?

A) Suggest an internal reorganization of their communication department. Since the failed engagements have been numerous, it seems that the client side has a problem in managing PR agencies. A department restructuring and hiring a new communication manager may resolve the situation.
B) Hire the best PR agency which has proven results with other clients, even if the cost is higher than expected, as performance will not be an issue.
C) Conduct a study to understand the client's needs and expectations. Discuss expectations based on market and industry standards, adjust them as needed, and develop a request for proposal (RFP) with specific criteria to determine an agency that would fulfill their requirements.
D) Leverage the relationship dynamic between organizations and agencies to negotiate a contract upfront that is cost effective and beneficial for them.

2. Which step should be taken FIRST when establishing a successful social media ambassador program for an organization?

A) Automatically make members of the communication team the ambassadors.
B) Scan channels to see which employees are already speaking about the organization.
C) Create a social media account for the CEO and post on their behalf.
D) Establish social media guidelines for ambassadors.

3. Which of the following would be the FIRST step to secure a senior leader's investment in reducing the negative impact of cultural tensions following a transformational acquisition?

A) Connect employees with more experienced peers to accelerate culture adoption.
B) Develop a detailed plan that addresses the most pressing cultural tensions.
C) Present data and anecdotes demonstrating the magnitude of the problem.
D) Create consistent employee communications about organizational priorities.

4. In a competitive business environment, the primary source the communication manager MUST take direction from in framing a strong strategic role for communications in the organization is:

A) Market research reports on the competitive landscape for the organization.
B) Analysts' reports on the sector.
C) The organization's annual business plan.
D) The mission, vision, and values of the organization.

5. Assume your staff is well-managed and is working at full capacity. Your manager briefly mentioned in passing that he wants to add a new "special project" to your unit's responsibilities. In order to build a case for additional resources, which of the following would you undertake first?

A) Re-assess your team's priorities
B) Obtain pricing for the new project: e.g. estimated time and other expenses it will take to complete
C) Seek clarification from your manager about the project parameters
D) Tell your manager that it is just not possible given current priorities and resources

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