In recent times when communication with all parts of the world poses no problem, and information are travelling at the speed of light, the media play an increasing and important role in shaping public opinion, they impose themselves as intermediaries between the public and politics. In proportion to the development of technology, mass media and the Internet, political marketing is developing. It views political parties, politicians and candidates as a product and aims to place them in public as well as possible. This is how modern election campaigns came about, which are becoming more and more complex and are now beginning to use new methods and means of communication. Politicians are beginning to realize that the key to winning election campaigns is to communicate skillfully with the media, and they beginning to pay attention to the messages being conveyed to the target public. Political parties and their candidates in this process hire communication experts whose main task is to take care of the strategy of communication with the media and through the creation and building of reputation, considering the image and identity, trying to present politicians in the best light and please voters. Competition is becoming more demanding and dangerous, and some are using manipulation and spin methods aimed at turning information that reaches the public in a way that will shape public opinion to successfully win over the majority of voters to their side. This paper will establish the development of modern election campaigns and mass media. The method of content analysis will seek to determine the importance of modern political communication in the media and the public and how spin techniques affect public opinion and the design and implementation of strategy in the election campaign.