The purpose of this study is focused on The Study of the Relationship Among the Crisis Incident of the Enterprise and News Coverage. The Content report analysis and semi-structured interviews were adopted in the study. In the Content report analysis,the samples were come from HANSHIN Department Store¡BGRAND HI-LAI Hotel and Kaohsinug Pacific SOGO Department Store. This study was used Semi-structured interviews for further investigation from 3 business¡¦s PR related personnel and 4 different planes media reporter. Therefore,7 persons were interviewed for this study. The following results were derived: Business owner and the media rechallenges the ordinary familiar outside person, the matter, the thing, the environment, the variable which the increase crisis links up.otherwises, The benefit sponsor's role possibly turns the key which the danger thing sends, The crisis cause existence is indefinite, cause troubles the status to form the migration -like trend, also changes the crisis already to have condition, presents the mobilized development. Reporter and the news originate the interaction relates into the parallel pattern, the strengthening "the scene principle" report.And the picture has become various media competition new stage, Gradually substitutes for the frame news fact another tool. The news originates the multiplication, the information czar's phenomenon gradually blurs. Eventually, this study was concluded the valuable analyzed results and also provide the references for business¡BPR and the future investigation. Keywords¡GCrisis Incident¡ANews Coverage