ABC Client Advisory Services 2 — Questions and Answers
Question 1: A client advisory communication plan should be reviewed and updated:
- Only when a crisis occurs
- Annually or after significant organizational changes (Correct answer)
- Every five years regardless of circumstances
- Only when the client requests it
Correct answer: Annually or after significant organizational changes
Advisory communication plans should be reviewed annually or after major organizational changes to remain relevant and effective.
Question 2: When advising a client on spokesperson selection for a media campaign, the communicator should prioritize:
- The highest-ranking executive available
- Credibility, subject-matter expertise, and media training (Correct answer)
- The most photogenic candidate
- Whoever has the most free time
Correct answer: Credibility, subject-matter expertise, and media training
Effective spokespeople combine credibility, relevant expertise, and the communication skills developed through media training.
Question 3: A client asks you to help craft a message that omits material information unfavorable to their product. The ethical communicator should:
- Comply if the client signs a liability waiver
- Refuse and explain that selective omission can mislead audiences (Correct answer)
- Include the information in fine print only
- Defer the decision to legal counsel and proceed
Correct answer: Refuse and explain that selective omission can mislead audiences
The IABC Code of Ethics requires that communicators not omit information that would mislead audiences, even at a client's request.
Question 4: Which measurement approach best demonstrates the ROI of a client advisory communication program?
- Counting the number of press releases distributed
- Linking communication outcomes to business results such as sales or retention (Correct answer)
- Tracking total social media followers gained
- Measuring the length of media coverage
Correct answer: Linking communication outcomes to business results such as sales or retention
Connecting communication outputs to tangible business outcomes such as revenue or client retention demonstrates genuine ROI.
Question 5: In client advisory services, 'gap analysis' refers to:
- Identifying differences between current communication practices and desired outcomes (Correct answer)
- Measuring the physical distance between client offices
- Analyzing competitor advertising budgets
- Reviewing gaps in a press release
Correct answer: Identifying differences between current communication practices and desired outcomes
Gap analysis compares where a client's communication program currently stands against where it needs to be to achieve strategic goals.
Question 6: When a client's internal team resists implementing your advisory recommendations, the best initial step is to:
- Escalate directly to the board of directors
- Seek to understand their concerns and address them through dialogue (Correct answer)
- Withdraw from the engagement
- Implement the recommendations without their buy-in
Correct answer: Seek to understand their concerns and address them through dialogue
Understanding and addressing resistance through collaborative dialogue builds trust and increases the likelihood of successful implementation.
Question 7: A communication advisor recommending a multichannel strategy for a client should base channel selection primarily on:
- The advisor's personal preferences
- Where the target audience is most likely to be reached and engaged (Correct answer)
- The lowest-cost channels available
- Channels the competitor brands use
Correct answer: Where the target audience is most likely to be reached and engaged
Effective channel strategy prioritizes reaching the intended audience where they are most active and receptive.
ABC Client Advisory Services 2
A client advisory communication plan should be reviewed and updated: