Senator Flávio Bolsonaro (PL-RJ) reorganized his communication and marketing team in mid-May to strengthen his presidential pre-campaign [2].
This overhaul follows a series of political crises and a decline in polling data. The senator is seeking to improve relations with the press and combat misinformation as he prepares for the national race.
The reorganization included the appointment of a new press-office chief and the replacement of a marketing strategist [1, 2]. These changes were reported May 20, 2026 [2]. The shift aims to address a situation of stress following a conversation with Vorcaro, and to curb the fallout from the controversy known as the "case Master" [2, 3].
Among the personnel changes is the involvement of Flávio Freire, who has worked within the São Paulo municipal management since 2023 [1]. The pre-campaign is focusing on reinforcing its marketing capabilities to better manage the public narrative in the wake of recent setbacks [3].
Bolsonaro is also intensifying his agenda with political allies to stabilize his standing [4]. The move to bring in a publicist linked to the "Baixinho da Kaiser" indicates a shift toward a more aggressive or specialized marketing approach [3].
By replacing key staff, the senator intends to create a more resilient communication structure. The goal is to prevent further dips in popularity, and to ensure that the pre-campaign can respond more effectively to critical press coverage [2, 4].
“The senator reorganized his communication and marketing team in mid-May to strengthen his presidential pre-campaign.”
This reorganization suggests that Flávio Bolsonaro's campaign viewed its previous communication strategy as insufficient to handle high-pressure crises. By pivoting toward experienced municipal managers and specific marketing specialists, the senator is attempting to professionalize his image and stabilize his polling numbers before the official campaign period begins.
