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| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Implementation and Execution | 15-20% | - Project management for communication - Integration of communication channels - Resource allocation and budgeting - Change management communication - Crisis communication planning |
| Topic 2: Evaluation and Measurement | 15-20% | - Measurement frameworks and models - ROI and business impact assessment - Key performance indicators (KPIs) - Analytics and reporting - Continuous improvement processes |
| Topic 3: Message Development and Design | 20-25% | - Audience segmentation and targeting - Creative development processes - Content strategy - Channel selection and optimization - Message strategy and architecture |
| Topic 4: Strategic Communication Foundations | 15-20% | - Professional standards and competencies - Ethical principles in strategic communication - Communication theory and models - Role of communication in organizational strategy |
| Topic 5: Strategic Planning and Analysis | 20-25% | - Environmental scanning - Stakeholder identification and mapping - Setting strategic communication objectives - Research and measurement frameworks - Situation analysis methodologies |
Which activity helps a senior-level strategic communication professional be MOST effective?
Correct Answer: C 🗳️
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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?
Correct Answer: A 🗳️
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A mid-size organization of about 10,000 employees is looking to revamp how they conduct internal communication. The employees are spread out in many different cities and approximately 70% of them do not work at a desk with a computer. Which of the following would NOT be recommended as an initial step to take in developing a business case proposing a new direction for internal communication?
Correct Answer: A 🗳️
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Which step should be taken FIRST when establishing a successful social media ambassador program for an organization?
Correct Answer: B 🗳️
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(Which of the following is a S.M.A.R.T. objective for a communication strategy?)
Correct Answer: A 🗳️
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