The change of command in official communication in the first days of the year gives a measure of the urgency that the matter has for the Palácio do Planalto.
President Luiz Inácio da Silva () finally realized, two years late, that his platform attributes cannot hold back the wave of a government of repetitions. Scattered scraps with no specific mark.
Who would have thought that the very issue in which he is considered unbeatable would be singled out as responsible for a third term with relative popularity, far below what is usual. And even as expected, judging by the government’s assessment of you.
He came out of his second term so well — more than 80% approval, an unprecedented level — that in the 2022 campaign he didn’t worry about “selling” anything new. On the contrary. He said he would do “more”, but of the same kind as before. He did that and it didn’t work.
With all the defects and inadequacies for the position of Minister of Communication that Paulo Pimenta (PT) may have, it is unfair to be left as the main culprit for the problem.
It was a choice by the president who also did not pay due attention to the area when he allowed the dispersion of commands and influences.
Apparently, Lula trusted that his qualities as a top communicator would get the job done. The best way, perhaps the only way, to solve a problem is to honestly acknowledge the reason for the problem. And for much of the first two years this was in the manner and words of the show’s commander.
It was the president who chose to spend the first year of government attacking Jair Bolsonaro in order to stand out in comparison. Only then would the promise of unity and pacification have fallen by the wayside.
It was also his choice to leave Congress to the dictates of the center to go out into the world presenting himself to mediate conflicts from Europe to the Middle East.
He didn’t solve any of them, he produced diplomatic friction and created embarrassment by saluting friendly dictatorships who, in fact, turned their backs on him. Fortunately.
The diagnosis that things will go well once communication is smoothed out is shared by the presidential team. Although it is not an assessment that is completely accepted internally (much less among more experienced politicians), the guideline is to embrace the thesis. No one, however, dares to say out loud the name of the person most responsible.
In a biased way, he came close to this this week in an interview with Globonews. He recognized as a “serious” communication error the publication of the tax package along with the announcement of the end of tax for those earning up to R$5,000. And whose idea was it to put him in that cold? So it is.
An advertising professional, Sidônio Palmeira takes over as Pimenta with the challenge of not ending up paying a bill that isn’t his.
The new minister asked for autonomy and gave two main lines of action: internal unity and reduction of external conflicts. It also seemed like a reference to the fight with the financial market created by we know who.
Palmeira, in his first demonstration, avoided the image of a mere minister of propaganda. He said that it is necessary to combine the following factors: expectation (what the population expects from the government), management (what the government does) and perception (how the actions reach the population).
In speech, a good start, with an understanding of the whole and a head in the reality that the debate can only be won with a well-defined project that convinces the public. And, above all, adapt the president to the precepts of updated communication.
If Lula doesn’t cooperate, there is no danger of it working.
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