Secondly, company needs to increase creating a publicity plan for offering their message to the general public thru the media. As cited by way of Yale (1991:13), with an excellent publicity planning will “assist the organizations pop out beforehand within t Organization’s mission and strategy  he opposition for space in courses and air time”. In a similarly amplify, the companies can get a whole lot of insurance for free if it’s far accomplished efficaciously and despatched to focused media (Yale, 1991). effective publicity plan may be such as Organization’s mission and strategy   as decide purpose of event or product and also determine what message ship to public. it is able to create public focus that the event or product, “construct a more potent reputation inside one’s community or genuinely to introduce company to the media and public” (Hashemi, 2008). After knowing employer’s intention, it permits to decide proper target audiences which supply the message to  Organization’s mission and strategy  individuals who might be interest the message (Hashemi, 2008). therefore, effective publicity plan is most critical strategic for preserve positive exposure, and its lead to precise photograph of one’s business. As a end result fine exposure can be set up and hold goodwill and mutual knowledge among enterprise and its publics (Hasek, 2001). In different phrases, effective exposure helps public relation as efficiently. Make lower and save you negative publicity have a look at the reality; it is virtually apparent, that one little mistake, rumor or gossip could make a severe damage one’s commercial enterprise photo de Organization’s mission and strategy  spite the fact that the business enterprise is a marketplace leader. this may be regarded as poor exposure. consistent with Parvesh (2007), negative publicity is the damaging exposure that an enterprise may incur because of a particular purpose, which may additionally lead to probably disastrous effects. Like this, terrible exposure has the viable to harm corporate image and reputation. “this is due to its excessive credibility as well as the negativity effect, a bent for bad facts to be weighted more than wonderful information inside the evaluation of humans, objects, and thoughts” (Mizerski, 1982 cited via Dean, 2004:193. because the media has a choice for reporting bad information (Den Organization’s mission and strategy  nis & Merrill, 1996), consequently businesses are more likely to receive awful press as opposed to high quality press. furthermore, blog, on line discussion board and communicate radio and uncontrolled media, it is simpler than beyond, to damage agency photo and reputation (Jenness, 2002). therefore, it’s miles compulsory realize that how to corporation can diminish the poor exposure, and get higher their photograph within the public. in step with Jenness (2002),”terrible publicity may be the result of a mishandled crisis”. In a further increase, bad publicity is often occurs because of incorrect reaction from the crisis. Perrier, for instance, “Perrier become unable to conquer terrible exposure while pinnacle control hesitated inside the crisis-solved procedure. lines of benzen Organization’s mission and strategy  e had been determined in the corporation’s bottled water in 1990, but pinnacle management reassured the public that it changed into essential to remember contaminated bottles only in North the usa. The disaster continued when scientists located b Organization’s mission and strategy  enzene in bottled water being sold in Europe” (Broom, center & Cutlip, 2000:128). eventually, media discovered, and stated, that benzene-tainted product had been offered everywhere in the global for months. The media questioned Perrier’s integrity and situation for public protection, and the enterprise lost its dominant function in the marketplace place; it’s been unable to rebuild its reputation because of mishandled the crisis (Jenness,2002). this may advocate that powerful crisis management is important for a reduce damage company photo or reputation. effective disaster management can be appeared as careful making plans, research and education, which may be overcome bad exposure. As Perrier disaster exposure suggests that, clients need sincere solution and that they want them fast. consequently, the organization ought to have correct disaster planning for address terrible publicity. The plan can be include remember the all the goods and make an apology to public. furthermore, Berger, Sorensen and Rasmussen (2003:23) advise that “dedicate a crew to keep a pointy eye on all fronts, which Organization’s mission and strategy   include the net” which includes weblog, online forum and search engine rating. this will be super strategy for prevent from terrible exposure. for instance, poor movie evaluation at the magazine or on line forum, it may badly have an effect on to the movie itself>