Apart from using political marketing tools and having attractive political programme, what makes an election campaign successful, is a strategy of image management during conflict. Wise image management, behavior and attitude in conflicted environment of politics is interesting to media and voters. Author presents basic information regarding conflict and analyses strategies of image management applied by three major polish political leaders in 2007. Three debates, held on 1st, 12th and 15th of October 2007 between Jarosław Kaczyński, Aleksander Kwaśniewski and Donald Tusk were the major source to this analysis.