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At the end of a safety communication project, the measurement that would be the BEST indicator of success would be changes in:

• A. Attitudes.
• B. Behavior.
• C. Knowledge.
• D. Awareness.

A communication manager has been employed at a technology company following its recent acquisition by a global conglomerate. The acquisition involved significant retrenchments (25% of the 5,000-strong local staff), as well as the addition of new and young staff who are based in 12 countries, all using different technology systems and infrastructure. A new chief executive officer (CEO) has been appointed through an external executive placements agency, and she has hired the communication manager to establish a communication department and new communication strategy for the business. Which of the following poses the biggest immediate challenge to achieving effective communication within the business?

• A. Attitudes and opinions of all employees towards the new CEO and management team following the acquisition and retrenchment
• B. Cultural and language differences which may exist across the 12 countries
• C. Geographical spread resulting in reaching people in many different countries, all using different technology platforms
• D. The generation gap, since most new employees are younger than senior management

When developing a strategic communication plan to present to the chief executive officer, which of the following are the four MOST essential elements of an effective plan?

• A. Links to corporate goals and objectives, measurable communication objectives, detailed budget, and evaluation methodology
• B. Problem statement, chart of roles and responsibilities, list of tactics, and samples of previous plans
• C. A calendar with deadlines, an individual or group responsible for major tasks, priority events, and an individual who will monitor the plan
• D. A sample of the creative approach ("look and feel"), list of tactics, list of individuals or groups responsible for every task, and a detailed budget

Which of the following is the BEST example of a SMART goal?

• A. "Increase the number of employees that use our social media tool during the next six months."
• B. "Increase understanding of our business strategy among employees by 5% by 1 January."
• C. "Increase customer advocacy by 100% by the end of this calendar year."
• D. "Increase the number of news advisories we share with the media from four to eight."

A company is making a major investment in a new technology platform to improve the way the company innovates, shares data, and manages the product lifecycle. The strategic communication manager is asked to develop an internal communication strategy to help drive awareness and adoption of the new platform. Which of the following are key activities the communication manager should engage in to formulate the strategy?

• A. Enlist a representative committee to co-create a strategy, define a media plan of channels to leverage, draft potential names for the project and key message tracks, uncover the culture's propensity to change, and create a schedule for communication delivery.
• B. Interview stakeholders to assess current understanding, goals, benefits, and resistance; conduct an audience analysis to determine change impacts; and assess the available and preferred communication channels.
• C. Conduct employee surveys to gauge awareness and desire, create a change network of individuals to champion the change, assess the communication channels available and preferred for each audience, and meet with project leads to understand the project plan and timing.
• D. Gather existing collateral to learn as much as possible about the new system, create a media strategy, draft potential names for the project and key message tracks, assess the communication channels to use and create a schedule for communication delivery.