President gave 16 interviews until June, 5 less than in 2024; highlight was radios and regional portals
The President (PT) granted 16 exclusive interviews in the 1st semester of 2025. There were 5 less than in the same period of 2024, when he made 21 media appearances.
The data is a survey conducted by the Poder360from January 1st to June 30, 2025, based on the appointments of commitments released by the Planalto Palace and the dissemination of interviews by the media.
During this period, Lula concentrated his lines on local radios (5) and regional news sites (8), focusing on the North, Northeast and Southeast. The largest number of interviews took place in Minas Gerais, Bahia, Rio de Janeiro and Amapá. All interviews given to the radios were relayed in.
The last interview recorded in the period, published on June 19.
Change in Communication
In all, Lula gave 85 interviews in 2 and a half years of office, with a more segmented communication strategy. THE Globowho led among the large media groups in the first 2 years of management, received no interviews in the 1st semester of 2025.
In 2024, in the same period, the petista had spoken more often to radios (8), newspapers (8) and TV channels (5). But the president’s communication agenda in 2025 expanded the geographic range, with interviews in 10 states –2 more than in the first half of last year.
The choice of formats and interlocutors shows a more selective exposure strategy. In 2025, Lula did not give any more vehicle interview. But, as in the 1st semester of 2024, he spoke to the radios Itatiaia e Radio Metropolis and to the newspaper The afternoonfrom Minas Gerais and Bahia, respectively. That is, it reinforced its presence in important electoral strongholds.
It also draws attention to the reduction of presence on television stations. In the first semester of 2025, the petista spoke only to Recordfrom Santos (SP). In 2024, in the same period, there were 5 television interviews.
Now, the 2nd semester with Record e Globospeaking of the tariff that (republican) for Brazilian products.
The reduction in the number of interviews came along with changes in the conduct of government communication. In January, Sidônio Palmeira (Secretariat of Social Communication of the Presidency), replacing the Federal Deputy (PT-RS). The movement also represented in the influence exerted by Janja on the Planalto communication.
Pepper management was marked by, charging for results and in the execution of the advertising funds. The former minister defended more visibility for government deliveries and that Lula needed a “shake”In the communication strategy.
During its management, the focus was on regional agendas, local radios and traditional communication – with Lula acting more decentralized. Pimenta pointed to the recovery of EBC (Brazil Communication Company) as one of its.
Palmeira, a discreet publicist, arrived with the mission of repositioning Lula’s image and broadening his popularity.
Considered close to the president and responsible for the marketing of the 2022 campaign, he promised around Lula’s figure: “The president will be the engine of communication“, These.
Under its influence, the PT launched campaigns with more direct and polarized language, such as the motto “Rico X Poor”which defends the taxation of “Billionaires, Banks and BetS ”–Apelidated from “”. The party also promoted meetings with digital influencers on social networks.
It looks like it worked – the motto arrived on the streets. The same week (PL), Left militants, headquarters of Itaú BBA, in São Paulo. They carried tracks with messages such as: “Taxation of super rich already!”Nevertheless, they stated that the act was not linked to the government.
With Sidonius, the Plateau intensifies the symbolic dispute, but the practice shows some containment. The scarcity of interviews in the traditional media in the 1st semester is proof of this. The government’s speech has risen the tone – but the bet, for now, does not seem to be the overexposure. Lula’s presence follows dosed. And the range, more restricted.
Half of Bolsonaro’s number
Compared to the former president (PL) in the same term of office, Lula gave fewer interviews. In the first semester of the 3rd year of government, in 2021, Bolsonaro gave 33 interviews – double the petista in 2025.
Lula spoke to various regions and means, Bolsonaro concentrated his interviews in a few media groups. Of the 33, spoke 23 times to the program “The drops in the is”as well Young Pan.
Information of this report was published before by Driveexclusively. The newsletter is produced for subscribers by the journalist team of Poder360. Know more Drive And know how to receive in advance all the main information of power and politics.
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