The main object was to analyse techniques of candidate presentation which has proceeded during electoral campaign 2010 in Poland. Politicians activity in campaign is conditioned by professionalization of politics, expansion of electronic media and development of Public Relations services. The main research materials were: newspaper articles, interviews in magazines, information from Internet, TV advertisements, Internet portals and vortals, websites and blogs of candidates. It has used problems from range of different sciences: political marketing, media, avertising and Public Relations theory.