The marketer, who will take over Secom (Secretariat of Social Communication) next week, said this Tuesday (7) that he needs to improve the government’s digital communication.
This was his first speech as the future minister of the portfolio, in place of . The exchange had already been discussed since last year, but in a meeting this Tuesday morning.
“There is also an observation in the digital part, which people say, some even say that it is analogue. I think we need to evolve in this. It is a start, but there needs to be an evolution”, he said.
Sidônio also stated that communication is carried out by the entire government, in response to criticism from . Earlier, the Minister of Manufacturing stated that it had an impact on the economy.
“We have to communicate better, and I’ve been saying this for a long time. The government has to be coherent and resolute, we cannot leave gaps in the results we want to achieve,” said Haddad.
“He says that he has some communication problems, but communication is not just here at Secom”, said Sidônio. “Communication is in the government, in the government as a whole. Because there is politics, there is management and there is communication. These three entities are interconnected, they are transversal, and it is important that this happens”, he said.
For the marketer, one of his challenges will also be to align the expectations of the government, management and popular perception.
The transition in the portfolio began on Monday (6), but the inauguration should take place at the beginning of next week.
The area has been the target of criticism since last year, including from President Lula himself. In early December, he publicly criticized Secom, signaling the change was confirmed this Tuesday.
Sidônio spoke to journalists at Palácio do Planalto, alongside Pimenta. The current Secom minister said that Lula wanted a different profile from his for the department, with experience and creativity, just like the advertiser.
“The president wants to have at the head of Secom a person who has a different profile than the profile I have. A communications professional, a person who has experience, who has talent, creativity, the ability to carry out this task and be able to coordinate this government communication policy in the next period”, he added.
Sidônio began his career in political marketing in Bahia, his home state. His first campaign was in the election of Lídice da Mata, then for the PSDB, to the Mayor of Salvador, in 1992. In 2006, he coordinated Jaques Wagner’s victorious campaign for the Government of Bahia, defeating Carlism. Since then, he has worked in PT campaigns in the state, such as Rui Costa’s election to government.
In 2022, he was invited to coordinate Lula’s campaign and today he is one of the president’s advisors not only in communication, but also in political decision-making.
