CPC Strategic Communication & Planning 5

Question 1

A communicator discovers that a key audience segment trusts peer voices more than institutional messaging. Which strategic tactic best addresses this finding?

Accepted Answer

Partner with trusted community influencers or peer advocates as messengers

Answer

When institutional credibility is low, leveraging trusted peer voices as messengers is more effective than amplifying direct organizational communication.

Question 2

Which ethical principle requires a public communicator to disclose potential conflicts of interest in their communication activities?

Accepted Answer

The principle of transparency

Answer

Transparency requires communicators to be open about relationships, interests, and motivations that could influence their work or the information they share.

Question 3

When evaluating a completed communication campaign, which level of evaluation examines whether awareness, attitudes, or knowledge changed among the target audience?

Accepted Answer

Outcome level — measuring changes in audience knowledge, attitudes, or behaviors

Answer

Outcome evaluation measures actual changes in the audience — knowledge gained, attitudes shifted, or behaviors changed — making it the most meaningful measure of communication impact.

Question 4

A strategic communication plan is described as 'living.' What does this mean in practice?

Accepted Answer

The plan is regularly reviewed and updated based on new information and changing conditions

Answer

A living plan is one that evolves as circumstances change, incorporating new research, feedback, and environmental shifts rather than remaining static.

Question 5

Which concept describes the process of selecting which aspects of a reality to emphasize in order to promote a particular interpretation?

Accepted Answer

Framing

Answer

Framing involves selecting and emphasizing certain aspects of an issue to promote a specific definition, causal interpretation, or moral evaluation.

(CPC) Certified Public Communicator Practice Test

(CPC) Certified Public Communicator Practice Test

CPC Strategic Communication & Planning 5