本研究以語藝學說的危機反應類型，分析民國八十八年總統大選前爆發的興票案事件，被指控侵占黨產、逃漏稅甚至洗錢的獨立總統候選人宋楚瑜，如何在外界指控中進行危機反應策略，以扭轉外界對其清白形象的質疑。資料蒐集以報紙內容分析深入探測興票案的情境變化與危機策略轉變的關聯性，並分析媒體報導對宋陣營危機反應策略的評價。研究結果發現，根據危機種類和危機當時情境來選擇適當的危機反應類型，確實有助於被指控者的危機處理。然而此策略指南只能當作策略方向的指引，並不保證放諸四海皆準。

This study explored the relationships of crisis situations ,crisis response strategies,and media effectiveness. The case of the Chung Hsing Bills Finance case involving the Chairman of the People First Party James Soong was selected as the case for studying.Using the research method of generic criticism , the news coverage of the crisis was analyzed. To discover the crisis response strategies used by the accused candidate. The results of the study showed that different responses strategies were applied on the basis of crisis situations. The strategy of “denial" and "clarification" were mostly used during the crisis. Moreover, Soong also used the strategy of ambiguous apology ( the strategic ambiguity) to decrease the extent of responsibility. On the basis of the research findings, eight suggestions were presented for empirical practices in crisis situations.