This paper explores the communication strategies employed by the Ukrainian Red Cross Society (URCS) through its press releases published during the Russo-Ukrainian War. While more organisations have increasingly focused on digital communication, the press release remains a crucial tool for reaching stakeholders, raising awareness, and securing funds. Drawing on narrative theory and framing theory, this study conducts a content analysis of 164 press releases published between 2022 and 2025 to investigate how the URCS builds narratives in their press releases and how they use storytelling and rhetoric to reinforce their message. Using a custom Python script integrated with the ChatGPT API, the releases are then categorised and analysed. The findings show that these communications contain a dominant focus on informative, fact-based storytelling with high credibility and logical reasoning, with moderate use of emotional appeals. The most prevalent narrative frames were heroic, solution, and victim frames, which together accounted for over 90% of the content. Notably, the framing shifted over time: early crisis communications highlighted victims and problems with neutral-to-negative sentiment, whereas later communications increasingly highlighted heroic responders and solutions with more positive sentiment. These findings indicate a strategic adaptation in humanitarian messaging, balancing portrayals of suffering with empowering narratives that sustain public engagement.