Crises are unpredictable events which impact on organisational issues such as viability, credibility and reputation. In recent years, few topics have generated more interest within the discipline of public relations. Today, crises are a prominent feature of the business environment, and every organisation has the potential to experience one. The manner in which mass media frame crises can alter an organisation's reputation, affect organisational profitability, and ultimately the survival of the organisation. This thesis explores the application of Fink's (1986) Crisis Life Cycle model to mass media content. Further, it recommends the implementation crisis public relations strategies that address each stage of the model. The study demonstrated the relevance and importance of the extension of Fink's (1986) Crisis Life Cycle theoretical model to understanding mass media content during a crisis. The extended model provides a model to better understand a crisis and its life cycle from a public relations perspective. Further this expanded model provides the framework for public relations professionals to identify and comprehend the dynamic and multidimensional set of relationships that occur during the Crisis Life Cycle in a rapidly changing and challenging operational environment.