Political analyst Pedro Venceslau highlights, in CNN 360°that the main challenge of the communications team of the governor of Goiás, Ronaldo Caiado, recently announced as a pre-candidate for President by the PSD, is to make him known nationally.
According to Pedro Venceslau, the real objective of Gilberto Kassab, president of the PSD, in launching one is to leave the party free to support whoever has the best chance of winning in the second round. “With its own candidacy, the party does not need to commit to either Lula or Bolsonaro”, explained the analyst, adding that this is a typical movement of “Kassabism”.
The financial issue also represents a significant obstacle. According to the analyst, the reading around Caiado is that one costs at least R$100 million. The PSD has many important candidacies that will require voluminous resources in strategic states, such as Raquel Lyra in Pernambuco and Eduardo Paes in Rio de Janeiro, in addition to the party’s priority in electing the largest possible group of federal deputies.
Communication strategy
The first step in making Caiado known nationally will be the production of national PSD television advertising videos. In his launch speech, Caiado highlighted his administrative experience and, in a signal to the Bolsonarist electorate.
Marketer Paulo Vasconcelos, responsible for the governor’s campaign, stated that “if the election remains in the ideological field, we may not exist”, indicating that the strategy will be to avoid direct ideological confrontation.
This is the second time that Caiado has launched his presidential candidacy for 2026. The first took place last year, in Salvador, when he was still a member of União Brasil. The official launch of the candidacy will take place at the PSD convention, in a great partisan event.
