Politics · Brazil · 16 hrs ago
Lula considers changes to his personal office and social media team
Brazilian President Luiz Inácio Lula da Silva is considering reshaping his personal office for a fourth term.
One proposal would move management of his personal social media accounts from the government communications office to that office.
The change could give first lady Janja more influence over his personal communications, according to people close to Lula.
The proposal follows Lula’s use of selfie videos during the presidential campaign, which allies say helped change the tone of his outreach.
The proposed move is intended to let staff publish videos more quickly, including in the mornings.
Lula is also considering appointing a private secretary to manage his personal schedule, while his chief of staff would focus on presidential duties.
No final decision or appointment has been announced, and several people are being considered for a role managing the accounts.
Lula is considering restructuring his personal office for a fourth term, including a possible transfer of his social media accounts from the presidential communications office.
The proposal could give first lady Rosângela Lula da Silva, known as Janja, greater influence over his personal communications.
The plan also includes appointing a private secretary to manage Lula’s personal schedule, separating it from his official presidential agenda.
Supporters of the social media transfer say direct management could allow videos to be posted more quickly.
Several allies are being considered for a role overseeing the accounts, but no appointment has been announced.
- Who
- President Luiz Inácio Lula da Silva is considering the changes. Janja may gain influence over his personal communications.
- What
- Lula is considering changes to his personal office, including possibly moving management of his social media accounts there from Secom.
- When
- The proposals are under discussion, according to the article published on 8 November 2026.
- Where
- Brazil’s presidential administration.
- Why
- Supporters say direct management could speed up publication of Lula’s videos and distinguish his personal schedule from his official duties.
This story does not have two clearly opposing sides.
The idea of moving management of Lula’s social media accounts to his personal office was considered and dropped during the formation of the government.
After trailing in the first round, Lula posted his first selfie-style video.
Lula said he intended to use selfie videos in his next term.
Márcio Tavares began helping to organize Lula’s schedule.
- Possible transfer
- Management of Lula’s social media accounts from Secom to his personal office
- Potential appointee
- Paulo Pimenta
- Other names considered
- Emídio de Souza and Márcio Tavares
- First selfie-style video
- 7 October
- Proposed office change
- A private secretary to organize Lula’s personal schedule