This thesis focuses on the application of Situational Crisis Communication Theory (SCCT) in the case of Malaysia Airlines Flight 370 (MH370). By studying Chinese and non-Chinese media (English-language) coverage during different periods of the accident, the theory helps categorize the accident into different crisis situations, according to which various publics attributed crisis responsibility. Meanwhile, by analyzing the media statements from Malaysia Airlines website, the crisis response strategies that Malaysia Airlines employed were identified and evaluated. The thesis concludes that the crisis response strategies used by Malaysia Airlines didn't differentiate which stakeholders it was speaking to, or which period these strategies were employed. Moreover, Malaysia Airlines did follow the crisis response strategies which were recommended by SCCT. Yet, the unprecedented nature of the missing of MH370 shall not be downplayed. Until the writing of this thesis, the missing of the airplane is still a mystery. This thesis argues that in crisis cases where closure to the relatives of the 239 passengers on board is impossible, no matter what an airlines does, it will not reassure the publics.