Political communication is an indispensable quality of highly organized democratic society. However, in modern societies, to achieve optimal efficiency of political communication, it has to refer to social bonds, values and symbols characteristic for this exact society. Therefore, it is hard to accept these models of democratic society, which indicate some kind of common, the same in different environment, model of efficient political communication. The author presents a hypothesis saying that this efficiency depends on attributes of specific society. Hence, each general model must be adopted to those attributes. The author cites Polish society as an example and attempts to point out that qualities of culture, tradition and social values determine political communication effectiveness. Such political communication, if adjusted to specific social bonds, not only causes transmission of political ideas but also stimulates social activity and reinforces civil society.