Communication is a fundamental human need. The word communication (lat. communicatio) is important because it determines us as social beings and directs us towards the action of other people. The communication process itself is the action of at least two communication partners. The main elements of the same process are the sender, the message and the recipient of the message. There are four levels of communication within the communication process: intrapersonal, interpersonal, collective and mass communication. Political communication is a process of exchange of political content and topics between different political actors through communication channels (printing, journalism and political campaigns). Political communication actors are political organizations, media and citizens. Political advertising is diverse: promotional materials, posters, newspapers, cards, election video and radio. In political communication political image is necessary and politicians and candidates are mirroring electoral message, while voters are intelligent and can understand the artificial image of the candidate. The most important characteristics of a good image are: voice, dress and body language in front of TV camera. Spin doctor is a media expert who influences the content of media reports indirectly through government and ministers that hire them. Political rhetoric is a kind of speech where the speakers encourage or discourages actions that need or do not need to be taken in the future. This is evident in political communication, on the example of US President Barack Obama, who used the characteristics of speech that were meticulous, obstinate and modest. Mass communication is organized communication that takes place with the help of modern tehnical devices. Mass media are subset of mass communication that includes four most influential media: film, print, radio and television. There are five basic communication channels in political communication: electronic media, printed media, exhibiton media, interpersonal communication channels and new media or the Internet (web pages and Facebook).