Crisis situations in today’s world are inevitable and some can have a serious impact on large numbers of people, such as the COVID-19 disease pandemic. Realizing this, it is clear that it is of great importance for organizations to develop a response to crises, which most often means the development of a strategic plan for crisis communication. Authors who have dealt with this topic in their works generally agree; for successful crisis communication it is important to have a clear plan of crisis communication, the establishment of a team whose task is to implement the same, timely information and finally, the recovery of the organization in the post-crisis phase. As far as health crises are concerned, this is applicable even more, mostly because of their nature and the sensitivity of the population to them. In the event of a COVID-19 pandemic, the distinction between external and internal crises is important and therefore the response of the organization must be adjusted accordingly. This paper analyzes the crisis communication of the World Health Organization during the COVID-19 pandemic by applying the method of content analysis of posts on Facebook in a given time period and the main hypothesis assumes an increase in the level of engagement with increasing trend in daily number of posts during the crisis. 260 posts over 122 days were analyzed, thus evaluating the main hypothesis along with five auxiliary hypotheses. The obtained results make it possible to answer the central question of this paper and therefore to find out in what ways the World Health Organization communicated during the health crisis situation related to the spread of COVID-19 disease.