Communication is one of the key elements of everyday life. It is especially highlighted in a time of crisis, when the mastery of crisis communication determines will a crisis have a disastrous or a positive impact on an individual, organization or society. Crisis communication highlights the importance of building good relations with the media and implementing social media on a daily basis in management, considering its more personal, two-way communication. Political communication is a great part of a modem communication, and the art of implementing various techniques of political marketing is an important factor especially during elections. Elections are at the same time the worst period for an individual or political organization for a crisis to occur, and exactly such a crisis proved to be fatal for Hillary Clinton‘s presidential campaign in 2016. Although she seemed close to her voters, emphatic, collected, informed and represented goals that were generally perceived as beneficial for the whole society, she mainly or event completely ignored and mishandled the crisis regarding her usage of her official e-mail on her private Blackberry whilst in Office as a US Secretary of State. Taking in consideration the fact, that all the things that would commonly be advised in crisis communication, she did not apply, it is reasonable to assume that her ignorance on that field, especially when it comes to social networks such as Facebook and Instagram, largely contributed to her close loss in the beforehand mentioned US presidential campaign by only 40 electoral votes.