Competing frames and tone in corporate communication versus media coverage during a crisis

•The relation between an organization's crisis response and the contents of media coverage is investigated regarding five news frames and tone.•It appeared that an organization's crisis response is constantly being reframed by the news media.•The average number of news frames per article is higher in media coverage than in corporate communication coverage.•The media frame a crisis significantly more often in terms of conflict, responsibility and economic consequences compared to communications issued by the organization.•Mainly framing the crisis in terms of human interest is not enough to positively affect media coverage.

Managing corporate communication through a crisis response strategy may limit negative media coverage, thereby affecting public perceptions during crisis situations. However, because different stakeholders are being informed via multiple channels, different messages may reach the public, creating competing frames. This study examines how an organization's crisis response affects media coverage. Using content analysis, media coverage messages (N = 128) and corporate communication messages (N = 24) were compared regarding an organization in crisis. All messages were analyzed considering five news frames and tone (ranging from very negative to very positive) toward internal and external stakeholders. Findings indicate that the media reframed corporate communication messages, using more and different news frames than the organization in crisis. Furthermore, media coverage messages and corporate communication messages differed in the mentioned aspects within various news frames. All stakeholders are covered significantly more negatively in media coverage.