Lula abandons lives and bets on new communication strategy

This Friday (26), the minister of the Presidency’s Social Communication Secretariat, Paulo Pimenta, confirmed that President Lula’s (PT) weekly lives will not be resumed. The last live was broadcast on December 19, 2023, before the end of the year break.

Unable to achieve a good audience on broadcasts, Pimenta told the magazine Look that the interruption does not mean that the lives have been replaced, it is just a change in the communication strategy.

“If I think it would be better to do it with Uchôa in a week, we will do it. It could be next or next, it depends on the week”, Pimenta told Veja.

The lives started in June last year and were broadcast every Tuesday morning. The reason for jokes on social media, the program’s low audience has already been attributed to the platforms’ “algorithm” by the head of Secom.

In September 2023, after a period without broadcasts due to a warning issued by the Federal Audit Court (TCU), the PT member resumed broadcasts.

As the live broadcast is broadcast on Canal Gov, federal deputy Luiz Philipe de Orleans e Bragança (PL-SP) filed a representation with the TCU alleging that there was a “structuring of institutional advertising aimed at promoting” Lula.

The court stated that, “in the present case, as there are situations of both informative nature and personal promotion in the program ‘Conversa com o Presidente’, it is concluded that the representation is partially valid”.

This Friday (26), Lula participated in a press conference alongside the Minister of Education, Camilo Santana, and already has another interview scheduled for next Tuesday (30).