2001年10月自考00182公共关系学真题及答案（历年真题及答案找乐昇学教育领取）
本文乐昇学教育给同学们整理了“2001年10月自考00182公共关系学真题及答案”的内容，希望对备战自考的同学有所帮助。
2001年10月高等教育自学考试全国统一命题考试
公共关系学&n bsp; 试题
课程代码：00182
1. 请考生按规定用笔将所有试题的答案涂、写在答题纸上。
2. 答题前，考生务必将自己的考试课程名称、姓名、准考证号用黑色字迹的签字笔或钢笔 填写在答题纸规定的位置上。
选择题部分
注意事项：
每小题选出答案后，用2B铅笔把答题纸上对应题目的答案标号涂黑。如需改动,用橡皮 擦干净后，再选涂其他答案标号。不能答在试题卷上。
一、单项选择题:本大题共20小题,每小题1分，共20分。在每小题列出的备选项中只有一项是zhui符合题目要求的，请将其选出。
1.公共关系学专门研究(&n bsp; &n bsp; )
&n bsp; A.组织与公众传播沟通问题&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.组织与公众之间关系的稳定问题
&n bsp; C.组织与社区之间的传播沟通问题&n bsp; &n bsp; &n bsp; &n bsp; D.组织的内部运营问题
2.在公共关系中，将追求平等和双赢作为处理各种关系的行为准则而形成的公关观念，一般称为(&n bsp; &n bsp; )
&n bsp; A.协调观念&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.互惠观念&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.传播观念&n bsp; &n bsp; &n bsp; &n bsp; D.服务观念
3.美国著(zhu)名公关学者雷克斯·哈罗博士认为公共关系是(&n bsp; &n bsp; )
&n bsp; A.一种传播管理行为&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.一种管理职能
&n bsp; C.一门艺术和科学&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.一种公众性的关系
4.美国卡特利普和森特在其专著《有效的公共关系》一书中(&n bsp; &n bsp; )
&n bsp; A.提出了“双向对称”的公共关系模式&n bsp; &n bsp; B.提出了“投公众所好”的主张
&n bsp; C.提出了“公众必(bi)须被告知”的命题&n bsp; &n bsp; &n bsp; D.提出了“凡宣传皆好事”的命题
5.公共关系作为一种职业和一门学科，zhui早产生于(&n bsp; &n bsp; )
&n bsp; A.法国&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.奥地利&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.英国&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.美国
6.中国zhui高的公共关系组织——中国公关协会，成立的时间地点是(&n bsp; &n bsp; )
&n bsp; A. 1985年在广州&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B. 1987年在北京
&n bsp; C. 1986年在上海&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D. 1987年在天津
7.某人在组织公关部中主要负责评估组织的形象和公关工作的效果，以寻找出现问题的原因。他属于(&n bsp; &n bsp; )
&n bsp; A.公关计划人员&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.公关技术人员
&n bsp; C.公关调查分析人员&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.公关传播人员
8.组织的全员公关培训即指对全员进行公关教育，其重点是(&n bsp; &n bsp; )
&n bsp; A.公关知识普及教育&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.公关思想及意识教育
&n bsp; C.政治思想教育&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.公关能力教育
9.一个社会组织的领(ling)导者必(bi)须对本组织的声誉和形象承担(&n bsp; &n bsp; )
&n bsp; A.直接责任&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.间接责任&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.技术责任&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.综合责任
10.在公关人员心理素质中，其zhui基本的要求是(&n bsp; &n bsp; )
&n bsp; A.热情心理&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.自信心理&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.开放心理&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.创新心理
11.在公共关系学中，公众特指(&n bsp; &n bsp; )
&n bsp; A.消极（ji）受众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.积极（ji）受众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.内部公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.外部公众
12.公共关系也称作(&n bsp; &n bsp; )
&n bsp; A.群众关系&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.受众关系&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.公众关系&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.人群关系
13.消费者、协作者、竞争者、记者、名流、政(zheng)府官员、社区居民等属于组织的(&n bsp; &n bsp; )
&n bsp; A.个体公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.组织公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.内部公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.外部公众
14.固定的僵化印象对人的知觉的影响，在知觉的偏见的产生原因中称(&n bsp; &n bsp; )
&n bsp; A.首（shou）因效应&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.近因效应&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.晕轮效应&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.定型作用
15.在一定条件下，多种需要中会有一种zhui为迫切、起主要支配作用的需要，即(&n bsp; &n bsp; )
&n bsp; A.自尊需要&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.胜任需要&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.成就需要&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.优势需要
16.“一窝蜂”现象指的是(&n bsp; &n bsp; )
&n bsp; A.流行&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.流言&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.时髦&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.时狂
17.首（shou）次阐明人们的逆反心理形成的主观原因的美国心理学家是(&n bsp; &n bsp; )
&n bsp; A.霍夫兰&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.纳普&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.布林&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.阿什
18.组织的自我形象是其(&n bsp; &n bsp; )
&n bsp; A.实际的社会形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.公众形象
&n bsp; C.期望建立的社会形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.过去已建立的社会形象
19.学校利用校庆进行广泛的社会宣传，这一活动本身表明它重视塑造自己的(&n bsp; &n bsp; )
&n bsp; A.文化形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.产品形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.社区形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.环境形象
20.组织的公关形象策划要对公众进行研究，其首（shou）先要做的工作是(&n bsp; &n bsp; )
&n bsp; A.研究目标公众对组织的特殊视角&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.鉴别目标公众的权利要求
&n bsp; C.建立有效的公众形象&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.研究目标公众的类型
21.双向不平衡模式认为，当组织与公众发生冲突时，解决的办法是要求(&n bsp; &n bsp; )
&n bsp; A.组织改变公关行为&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.媒介改变行为方式
&n bsp; C.公众改变行为&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.组织与公众共同改变行为
22.传播学界认为，在两次世界大战之间的几十年间，关于大众传播威力研究中zhui流行的观点是(&n bsp; &n bsp; )
&n bsp; A.魔弹论&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.有限效果论&n bsp; &n bsp; &n bsp; &n bsp; C.适度效果论&n bsp; &n bsp; &n bsp; &n bsp; D.zhui低效果法则
23.电视和广播媒介的共同弱点是(&n bsp; &n bsp; )
&n bsp; A.感染力较差&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.功能单一
&n bsp; C.传播效果较弱&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.传播效果稍纵即逝
24.公关调查中使用zhui为广泛的方法是(&n bsp; &n bsp; )
&n bsp; A.资料分析法&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.公众代表座谈会法
&n bsp; C.群体讨论法&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.民意测验法
25.相互见面和离别时zhui常见的礼节是(&n bsp; &n bsp; )
&n bsp; A.微笑&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.拥抱&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.握手&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.目视
26.在VIS中，应用zhui广泛、出现频率zhui高的要素是(&n bsp; &n bsp; )
&n bsp; A.标志&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.标准字&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.标准色&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.企业造型
27.公关工作中zhui常用、zhui普遍的一种口语传播方式是(&n bsp; &n bsp; )
&n bsp; A.报告&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.演讲&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.会议&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.谈判
28.在营销传播的所有形式中采用同一的颜色、图案及识别符号。这种方法属于整合营销传播的(&n bsp; &n bsp; )
&n bsp; A.主题线法&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.统一形式法
&n bsp; C.形象整合(he)法&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.同一外观法
29.广(guang)告定位的目的在于(&n bsp; &n bsp; )
&n bsp; A.突出广(guang)告商品的个性&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.确定广(guang)告商品的位置
&n bsp; C.明确广(guang)告的特点&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.提高广(guang)告针对性
30.决定广(guang)告策划成败的关键是(&n bsp; &n bsp; )
&n bsp; A.广(guang)告定位&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.广(guang)告创意&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.广(guang)告诉求&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.广(guang)告调查
二、多项选择题(本大题共10小题，每小题2分，共20分)在每小题列出的五个选项中有二至五个选项是符合题目要求的，请将正确选项前的字母填在题后的括号内。多选、少选、错选均无分。
31.公共关系作为一门综合性的应用学科，其主要以下列学科为依托(&n bsp; &n bsp; &n bsp; )
&n bsp; A.广(guang)告学&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.新闻学&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.管理学
&n bsp; D.传播学&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; E.交际学
32.下列有关艾维·李这一公共关系代表人物的表述中，正确的有(&n bsp; &n bsp; &n bsp; )
&n bsp; A.艾维·李是公共关系之父
&n bsp; B.艾维·李创办了世界上第1家公关性质的公司
&n bsp; C.艾维·李提出了“公众必(bi)须被告知”的命题
&n bsp; D.艾维·李使公共关系学科化
&n bsp; E.艾维·李首（shou）创了“公共关系”这一专门职业
33.公共关系的组织机构一般包括下列类型(&n bsp; &n bsp; &n bsp; )
&n bsp; A.职能机构&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.组织内设的公关职能部门
&n bsp; C.专业公关公司&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.综合职能部门
&n bsp; E.独立公关社团
34.根据组织公关活动的内外对象不同，可将公众分为(&n bsp; &n bsp; &n bsp; )
&n bsp; A.目标公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.优先公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.内部公众
&n bsp; D.外部公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; E.个体公众
35.成功的公关计划应具备下列条件(&n bsp; &n bsp; &n bsp; )
&n bsp; A.有创意&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.有调查&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.有约束
&n bsp; D.可行性&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; E.有风险
36.杂志作为公关传播媒介有下列传播优势(&n bsp; &n bsp; &n bsp; )
&n bsp; A.时效长&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.针对性强&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.感染力强
&n bsp; D.传播迅速&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; E.印刷精美、表现力强
37.新闻稿采用倒金字塔结构的优点在于(&n bsp; &n bsp; &n bsp; )
&n bsp; A.便于读者迅速获得zhui新、zhui重要的信息&n bsp; &n bsp; &n bsp; B.便于节省读者时间
&n bsp; C.便于编辑修改、保留重要信息&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.节省报纸版面
&n bsp; E.易于被编辑接受
38.优（you）秀演讲者应具备的条件包括(&n bsp; &n bsp; &n bsp; )
&n bsp; A.足够的权（quan）威性&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.较强的语言能力和技巧
&n bsp; C.热情&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.理智与智慧
&n bsp; E.仪表仪态
39.企业产品定位策略分为(&n bsp; &n bsp; &n bsp; )
&n bsp; A.市场教育者定位策略&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.市场跟进者定位策略
&n bsp; C.为竞争对手重新定位策略&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; D.综合定位策略
&n bsp; E.攻击型定位策略
40.政(zheng)府公共关系的客体包括(&n bsp; &n bsp; &n bsp; )
&n bsp; A.个体公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; B.组织公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; C.内部公众
&n bsp; D.外部公众&n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; &n bsp; E.目标公众
三、名词解释(本大题共4小题，每小题3分，共12分)
&n bsp;
&n bsp; &n bsp; 41.公共关系活动(实务)
&n bsp; &n bsp; 42.从众心理
&n bsp; &n bsp; 43.公关策划
&n bsp; &n bsp; 44.整合营销传播
四、简答题(本大题共4小题，每小题5分，共20分)
&n bsp; &n bsp;
&n bsp; &n bsp; 45.简述公共关系的功能。
&n bsp; &n bsp; 46.公关协会的主要活动内容是什么?
&n bsp; &n bsp; 47.赞助活动的公关意义何在?
&n bsp; &n bsp; 48.政(zheng)府公共关系的具体工作任务是什么?
五、论述题(共10分)
&n bsp; &n bsp;
49.试述加强组织公关管理的意义。
六、案例分析题(共8分)
&n bsp; &n bsp;
50.&n bsp; &n bsp; 某律师在消费当地一家颇有影响的食品企业所生产的食品时，发现产品存在严重的质量问题。于是，他与企业进行了交涉。企业接待人员同意研究后给其一个答复，但此后便没了下文。无奈，律师将有质量问题的食品拿到当地一家颇有影响的报社，将情况反映给记者。该报社遂派记者到企业进行现场采访。记者们在企业拍摄到了许多违反国(guo)家食品生产规定的现场画面。企业领(ling)导发现后强行索要记者所拍资料，不成后，将记者扣留。在当地公安人员的解救下，记者们在被困1个多小时后得以安（an）全返回。事后，该报以系列报导的形式将消费者反映的有关该企业的问题，以及记者在企业中所拍摄的材料、经历公诸于众，企业经营一时陷入困境。
问：该企业经营陷入困境的原因是什么?如何你是该企业的负责人，你如何处理此事?
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