Abstract: After the occurrence of emergencies, it is a common practice in crisis communication management to guide audience cognition in a particular media framework. Through the analysis on the Internet users' comments, which were posted according to Ifeng and Sina reports during the H7N9 avian flu outbreak in 2013, it showed that in the report of emergencies, the media frame setting activities play a role to attract the audience's attention, but have little effect on their attitudes. To promote the correct cognition of audience to emergencies, the news media should pay attention to the cognitive guide function of the balanced frame, and plan the scope of the application of balanced frame and inclined frame scientifically. At the same time, the second frame setting activities in the reproduced news also should be paid more attention to.