The new minister of Secom (Communication Secretariat of the Presidency), will go through the ministries in search of brands capable of boosting the government’s advertising in the penultimate year of the president’s term ().
the first in 2025, Sidônio informed that he will monitor the progress of tenders in the area of communication underway at Esplanada to optimize processes.
The government is in a hurry to publicize government actions in an attempt to increase its approval levels and reverse the negative impact of fake news on the taxation of operations via .
Still at Monday’s ministerial meeting, Sidônio presented a plan to enhance government communication in 90 days. Therefore, you want to know what the priorities of the ministries are in order to define a strategy for disseminating the actions.
In some cases, Sidônio will meet with ministers. In less visible ministries, Secom teams will analyze these priorities. The idea is to list four programs, on average, per ministry to improve dissemination.
A system already exists in the government in which communication actions are recorded. The minister wants, however, to monitor them closely to align the language of the Esplanada.
He informed ministers that tenders in the advertising area will also be assisted by Secom. According to the minister’s interlocutors, the intention is to participate in the process in the ministries so that they can get off the ground in time to strengthen the government’s publicity.
At the meeting, Sidônio also advised ministers to compare Lula’s government to that of his predecessor, (PL). The idea is to create a reference for the starting point of the country’s “reconstruction”.
Communication was highlighted by the president himself as a weak point in his third term. At the ministerial meeting, Lula justified the replacement of the former minister (PT) by Sidônio, who was sworn in last week.
According to participants, Lula praised Pimenta, including his commitment against , which culminated in his arrest. But he admitted that the government had been facing difficulties in publicizing its achievements.
In his intervention, Sidônio cited the existence of a flaw in the combination of politics, management and communication, which would be running in different rotations.
The minister said he intends to bring the president’s figure even more to the fore, with more interviews and public appearances. He also asked other members of the government to avoid off-the-record statements, journalistic jargon that means that they will not be identified in the report.
The new head of Secom also expressed his intention to create a monitoring and rapid crisis response center, at Palácio do Planalto, without mentioning the Pix crisis.
The president stated during the meeting that the 2026 electoral campaign has already started and that he and his team need to work towards it, in reference to the Bolsonaro administration.
According to participants, Lula stated that he is still not sure whether he will be a candidate for reelection in 2026, citing the need to “elect a successor.”
The president reportedly admitted that he may not be a candidate, for reasons beyond his control, recalling incidents suffered last year, such as a breakdown on the presidential plane and a fall in the bathroom.
There were also doubts among those present as to whether Lula was drawing a parallel with himself when citing the case of the now former American president, who took a long time to give up his re-election in 2024.
According to reports, the president would have said that the result of the American elections could have been different if Biden had withdrawn before running, in time to launch a name other than vice-president, Kamala Harris, to succeed him.
In the opinion of the president’s allies, this was a way to encourage his ministers, since a successor to Lula could emerge from that meeting room, whether in 2026 or 2030.
