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Merck and the FDA faced a unique situation in response to the withdrawal of Vioxx from the market. Both organizations had to address their constituents and assure them that this was an isolated event. Based on an analysis of the crisis rhetoric responses by both Merck and the FDA, it is apparent that the two organizations addressed different audiences and used different strategies to address those audiences. Specifically, the authors found the Merck emphasized ingratiation, acknowledgment, and institutional characteristics, while the FDA addressed institutional characteristics without either acknowledgment or denial. The significance of these findings are discussed. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]