Political communication has traditionally been perceived as a significant component of election campaign. Nevertheless, there are many factors causing that political communication is extending its scope beyond just the period of election campaign. The increasing role of new media such as the Internet is one of the most important factors entailing the process of political communication extension. As a result, the election campaign is gradually being replaced by the permanent campaign, and political communication is becoming a continuous phenomenon. However, its intensity is changeable and depends on the currently ongoing political events. The unfolding of new media affects the rise of political communication interactivity, and it creates new chances for citizens to organize themselves. Simultaneously, a political system may plausibly become liable to professionally managed activities of political elites. The activities which main aim is to organize citizens in order to support the interests of governing. This is the essence of permanent campaign.