Crisis response: The Message Strategies and Media Coverage Model

This paper adopted crisis life-cycle model and media coverage, based on different message strategies, set up a new model named message strategies and media coverage model (MSMC model), to establish the relationship between the communication and message strategies the enterprises used in response to the crises and media coverage, and to discuss the impacts of media reports on enterprises in crises. With the Norton manslaughter and Rising manslaughter case, which resulted lots of computer systems paralyzed in China, this paper verifies the validity of the model, and analyze the different message strategies Symantec Corporation and Rising company adopted.