Purpose The purpose of this paper is to analyse the crisis messages framed by the media coverage and the message strategies during the US E. coli spinach crisis and Korea's rotten dumpling crisis. Design/methodology/approach A content analysis was used to extend a cultural analysis of the crisis messages framed by the media coverage regarding the sources of information and the message strategies used by these sources. Findings Korea used a more aggressive message strategy than was expected. Practical implications Conscientious public relations practitioners can use this kind of information as they work to better understand how culture affects the way the media frame issues, through the messages they present to publics, and the effect these frames have on an organization's key stakeholders and publics. Originality/value Situations like this allow crisis communicators and public relations professionals to investigate messages created during a crisis situation and messages that are conveyed – through the media – to key stakeholders. Doing so allows for a better understanding of where information and communication gaps occur during a crisis – providing an opportunity for public relations practitioners to assist in filling them.
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