After pushback on poor poll numbers, communications minister defends strategy and insists all ministers must take responsibility
04/04/2025
Brazil’s minister of Social Communication, Sidônio Palmeira, said on Thursday that all cabinet ministers bear responsibility for President Lula’s low approval ratings, as indicated by recent opinion polls.
He was asked about the matter following an event organized by the communications ministry (Secom) to promote the government’s achievements. Mr. Palmeira showed frustration with journalists, who focused more on the president’s declining approval rates than on the event itself.
“I find it a bit amusing—we just held an event here, which is an important moment to talk about the government’s accomplishments. I think we should focus on that, and yet you’re all asking about polls. We can talk about the polls,” he said. “I’m not trying to wash my hands of the issue—at all. I believe approval rating is a shared responsibility among all ministers and areas: political, administrative, communication—everyone.”
Mr. Palmeira was appointed after President Lula publicly expressed dissatisfaction with his predecessor, Congressman Paulo Pimenta. Many had blamed the government’s weak approval ratings on communication failures, a point Mr. Lula made at a party event in December when he criticized the administration’s messaging.
A political strategist behind Mr. Lula’s 2022 campaign, Mr. Palmeira introduced changes to Secom’s team and the tone used on social media. It was also his idea for Mr. Lula to read from a prepared speech during Thursday’s event—departing from the president’s usual improvisational style.
Still, despite the shake-up in the communications office, President Lula’s approval ratings have continued to plummet in every major poll in recent months.
“My job isn’t to debate the president’s or the government’s approval ratings. My job is to inform the public about government initiatives and how they can benefit from them,” Mr. Palmeira said. “If the public is well informed, then I believe I’ve done my job. Whether they approve or disapprove of the government—that’s not for us to define.”
Mr. Palmeira also pushed back against claims that Thursday’s event—which showcased the administration’s achievements over the past two years—was a campaign-style move.
“That’s a mistaken interpretation. The event’s main purpose was to communicate what the government has done,” he said. “As a minister, I’m not thinking about political campaigns. I’m thinking about government actions.”
The latest poll, released Wednesday by Genial/Quaest, showed a seven-point rise in disapproval of the Lula administration since January, reaching 56%—the highest level recorded by the institute since it began tracking Mr. Lula’s performance in April 2023. Approval ratings dropped to 41% from 47%.
The sharp decline surprised officials at the presidential palace, who had seen signs of stabilization in recent internal tracking polls commissioned by Secom.
Despite that, sources in the administration remain optimistic about a rebound in President Lula’s popularity. The Planalto Palace is betting that recent changes at Secom, improved communication of government programs, and initiatives such as the Public Security constitutional amendment and a proposal to exempt Brazilians earning up to R$5,000 from income tax will help reverse the negative trend.
Officials also believe that many Brazilians are unaware of government initiatives and are therefore not taking advantage of them. Thursday’s event, which drew around 3,000 people to the Ulysses Guimarães Convention Center auditorium, was part of an effort to close that gap.
Privately, and despite the poor poll numbers, presidential aides still see Mr. Lula as the front-runner for reelection in 2026. They argue that dissatisfaction in some regions—such as the Northeast—and among certain voter groups reflects “very high expectations” placed on the president. In the words of one government insider, “you don’t fall out of love overnight.”
That belief was reinforced on Thursday when new data showed President Lula would still win the election in every simulated matchup.
*By Fabio Murakawa, Estevão Taiar and Ruan Amorim — Brasília
Source: Valor International