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GCCC SCMP Exam Syllabus Topics:
| Section | Weight | Objectives |
|---|---|---|
| Strategic Planning and Analysis | 20-25% | - Stakeholder identification and mapping - Situation analysis methodologies - Environmental scanning - Setting strategic communication objectives - Research and measurement frameworks |
| Implementation and Execution | 15-20% | - Resource allocation and budgeting - Project management for communication - Crisis communication planning - Change management communication - Integration of communication channels |
| Message Development and Design | 20-25% | - Message strategy and architecture - Audience segmentation and targeting - Creative development processes - Channel selection and optimization - Content strategy |
| Strategic Communication Foundations | 15-20% | - Professional standards and competencies - Role of communication in organizational strategy - Communication theory and models - Ethical principles in strategic communication |
| Evaluation and Measurement | 15-20% | - Analytics and reporting - ROI and business impact assessment - Measurement frameworks and models - Key performance indicators (KPIs) - Continuous improvement processes |
GCCC Strategic Communication Management Professional Sample Questions:
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:
A) Meeting with a consistent focus group of employees periodically during the campaign.
B) Monitoring chats among different groups of employees during the campaign.
C) Monitoring and analyzing the tone and content of employees' social media posts.
D) Conducting surveys with different random samples of employees at different points during the campaign.
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) "Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool."
B) "You will get better return on investment (ROI) by focusing on social media versus other marketing efforts."
C) "Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn."
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. Which of the following contains the MOST important components in a strategic planning template to help the leadership team quickly understand and prioritize projects submitted by each business unit for the coming year?
A) Key Stakeholders, Historic Trends, Messaging Strategies, Anticipated Results, and Assessment
B) Corporate Goals, Mission Statement, Action Items, Communication Plan, and Monitoring & Evaluation
C) Executive Summary, Key Performance Indicators, Industry Analysis, Financial Projections, and Timeline
D) Detailed Problem Statement, Potential Solutions, Action Items, Timeline, and Budget
4. A business plan has been developed for a new product launch. Which element is critical to define as a FIRST step in building a communication plan in support of the new product?
A) Review how competitors are communicating about similar products.
B) Articulate which communication tools fit best for the project.
C) Define the target audience and how you want them to think or act differently from the current state.
D) Devise a tracking and reporting process.
5. It is the beginning of May. You work for a trade organization that surveyed its members for feedback on a series of policy issues. A total of 300 members of the organization of 15,000 answered the survey in January.
You have been tasked by the general manager to communicate the survey results to the press and make the results as appealing as possible for journalists. Of the following options, which one is unethical?
A) Sending out the release to a selection of journalists that are known to cover the organization's surveys favourably
B) Omitting the sample size in the release
C) Having visuals that accompany the release only illustrate a selection of the survey results
D) Presenting the results as April results
Solutions:
| Question # 1 Answer: D | Question # 2 Answer: C | Question # 3 Answer: D | Question # 4 Answer: C | Question # 5 Answer: D |

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