This study aimed at developing a theoretical model which explains the relationship between crisis communication strategies and media effectiveness. The panic of the epidemics that resulted in the death of over 70 infants during May and November 1998 was selected as the case for studying. Using the research methods of content analysis of the media coverage and the personal interview with the reporters and health authorities, the study found the connection of media effectiveness and communication strategies. Besides, it was found that the characteristics of the crisis, the communication skills of the crisis managers, the capability of resource mobilization, public concerns with the crisis, and the drive of media reports… etc. have influences on the effectiveness of crisis management. Based on the findings, a theoretical model was developed for future testing.