This qualitative study explores agenda-building and framing within the American Red Crosss emergency preparedness messages. Findings revealed that there is an interactive and reciprocal relationship between the American Red Cross, the media, and outside organizations, calling for a combination of rational and emotional appeals as well as the use of various framing devices to disseminate messages. Extending agenda-building theory to include resource management and innovative information subsidies, this study offers a new perspective on emergency preparedness message creation and dissemination and extends public relations scholarship and practice.