CPC Strategic Communication & Planning 2 — Questions and Answers
Question 1: A communication audit reveals that key stakeholders are receiving inconsistent messages from different departments. Which strategic approach best addresses this issue?
- Increase message frequency across all channels
- Develop an integrated communication framework with centralized messaging (Correct answer)
- Allow each department to craft its own messaging autonomously
- Focus only on external communications to avoid internal conflicts
Correct answer: Develop an integrated communication framework with centralized messaging
An integrated communication framework ensures all departments align on core messages, reducing inconsistency and confusion among stakeholders.
Question 2: When conducting a SWOT analysis for a communication plan, which element would be categorized as an 'opportunity'?
- A competitor's negative media coverage that diverts attention (Correct answer)
- Internal budget cuts limiting campaign reach
- A recent data breach affecting brand trust
- Declining engagement on current social media platforms
Correct answer: A competitor's negative media coverage that diverts attention
A competitor's negative coverage is an external opportunity that a communicator can leverage to position their organization more favorably.
Question 3: Which communication planning model emphasizes defining objectives before selecting channels or tactics?
- The PESO Model
- The RACE Model (Correct answer)
- SMCR (Sender-Message-Channel-Receiver)
- The Diffusion of Innovations Model
Correct answer: The RACE Model
The RACE model (Research, Action, Communication, Evaluation) begins with research to define objectives before moving to tactical decisions.
Question 4: A strategic communicator is tasked with reducing employee resistance during an organizational merger. What is the most effective first step?
- Launch a social media campaign announcing the benefits of the merger
- Conduct listening sessions to understand employee concerns (Correct answer)
- Distribute an FAQ document addressing common questions
- Issue a company-wide email from the CEO
Correct answer: Conduct listening sessions to understand employee concerns
Listening sessions identify the root concerns driving resistance, enabling communicators to address them meaningfully rather than broadcasting generic messages.
Question 5: In the context of strategic communication, what does 'message framing' primarily influence?
- The budget allocation for a campaign
- How audiences interpret and perceive information (Correct answer)
- The legal compliance of communication materials
- The number of channels used to deliver a message
Correct answer: How audiences interpret and perceive information
Message framing shapes the context and emphasis around information, directly affecting how audiences understand, feel about, and respond to it.
Question 6: Which metric best evaluates whether a strategic communication plan achieved its intended behavioral outcome?
- Number of press releases distributed
- Increase in website traffic
- Change in target audience behavior post-campaign (Correct answer)
- Total media impressions generated
Correct answer: Change in target audience behavior post-campaign
Behavioral outcomes measure whether the communication actually motivated the intended action, making them the strongest indicator of strategic success.
Question 7: A public communicator is creating a three-year communication roadmap. Which planning horizon concept is most relevant?
- Tactical planning
- Crisis communication planning
- Strategic long-range planning (Correct answer)
- Operational daily scheduling
Correct answer: Strategic long-range planning
Strategic long-range planning covers multi-year goals and is used to align communication efforts with an organization's broader mission over extended periods.
CPC Strategic Communication & Planning 2
A communication audit reveals that key stakeholders are receiving inconsistent messages from different departments.
Which strategic approach best addresses this issue?