Whether and how media are able to influence policy and the political decision-making process is still the topic of much debate. However, if news media are indeed able to influence policy, they are commonly believed to do so indirectly through their agenda-setting function – by getting issues onto the political agenda after sudden peaks of attention. Yet, despite the assertion of agenda-setting theory that policy changes occur mainly through steady advocacy of policy alternatives, little attention has been paid to the long-term effects of media exposure. The analysis of emergency assistance in Belgium from 2000–2008 shows that short-term and long-term media attention to specific countries affect decision-making in quite different ways. This study reveals different ways in which media attention can impact policymaking, as short-term attention mainly determines which countries receive assistance, while long-term attention affects the amount of assistance granted.