Question 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:

Options :

A : Monitoring and analyzing the tone and content of employees’ social media posts.

B : Meeting with a consistent focus group of employees periodically during the campaign.

C : Conducting surveys with different random samples of employees at different points during the campaign.

D : Monitoring chats among different groups of employees during the campaign.

Answer: C

Question 2

A law firm is preparing to defend a client accused of embezzling funds from investors across the country and there is a significant potential for negative publicity for both the client and the firm. What should be the PRIMARY focus when preparing the litigation public relations plan?

Options :

A : To take charge of the story line to ensure accuracy and a unified voice

B : To sway public opinion to the client’s innocence before a jury is selected

C : To develop an internet strategy and monitor public opinion about the client and firm

D : To enhance the firm’s reputation for accepting difficult cases

Answer: A

Question 3

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?

Options :

A :

“Since 45% of women use a social bookmarking tool, we should bolster our allocation of resources to that social media tool.”

B :

“Many factors contribute to shifts in market share, and it is impossible to determine whether our communication efforts play a role in the decline.”

C :

“Once we understand why our female customers are disengaging with us, communication could play a stronger role in correcting this downturn.”

D :

“You will get better return on investment (ROI) by focusing on social media versus other marketing efforts.”

Answer: C

Question 4

Which of the following is an example of a quantitative research method?

Options :

A : Longitudinal studies

B : Case studies

C : Narrative research

D : Interviews

Answer: A

Question 5

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?

Options :

A :

Have a series of one-on-one conversations with other communication executives in companies of similar size and challenges.

B :

Define the differences among employees when it comes to demographics, communication preferences, technology, and work environment.

C :

Conduct internal focus groups and/or surveys with employees to understand their challenges and preferences for receiving and responding to company information.

D :

Evaluate the latest tools and technologies available to support internal communication.

Answer: D