Effective communication with internal and external stakeholders is an indispensable component of a successful response to crises both brief and long-lasting. Employee communication must increase in volume and frequency, and effectively inform, educate and empower employees. The development, testing and delivery of clear and easy-to-understand messages must be prioritised along with the enablement of continuous employee feedback. Drawing on industry best practice, personal experience and an extensive review of the literature, this paper concludes that the systematic planning, implementation and evaluation of a company's employee communication must be conducted on an ongoing, company-wide basis so that management can rely on it to minimise crisis-related damage, seize the opportunities a crisis may present, and convert the resulting organisational change into competitive advantages.