The paper treats of the relation between verbal and non-verbal messages as factors determining political image. The author analyses the semantic roots and different definitions of this idea, stressing often the von-verbal messages as the most important ones, what could lead to underestimation of the impact of verbal messages on the political image. Especially in the era of social media. Final part of the article is devoted to indication the verbal messages which should be taken into account when political image is the topic of the study and the issues to be most carefully analysed. This results combined with the analysis of the non-verbal messages and the voters’ perception could fully describe the political image.