Take the case of Brazil's Roberto Marinho, head of Latin America's largest media group, Organizaes Globo.
He was not Mr Marinho's preference and his newspapers and television stations were marshalled against Lula.
Roberto Irineu Marinho founded O Globo newspaper in 1925, but he died less than a month later.
Although Mr Marinho was in essence an extremely skilful businessman, he liked to call himself a journalist.
The Marinho brothers--Roberto Irineu, Joo Roberto and Jos Roberto--interrupt one another in their enthusiasm about the new deal.
It was in the mid 1980s, at the peak of his power, that Marinho was sometimes dubbed the Citizen Kane of Brazil.
With Mr Marinho's death, all old hostilities were put aside, all were patriots now and Lula declared three days of national mourning.
The other two modules work with the subjects that have been developed based on the preliminary studies carried out by Roberto Marinho Foundation.
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Roberto takes charge of community relations and the Roberto Marinho Foundation.
Globo's evening news bulletin would be sandwiched between two novelas, so that Mr Marinho could point out that he was informing Brazilians, as well as entertaining them.
"The first and most painful decision we made was that no one of us was going to succeed my father, " recalls Roberto Irineu Marinho, the eldest son and onetime heir apparent.
Roberto Irineu Marinho--for whom his eldest grandson is named--founded O Globo newspaper in 1925 out of three rooms rented from a technical school, but he died less than a month later.
Meanwhile, the Marinho boys had entered the family business.
Being a proud man, and only human, it is unlikely that Roberto Marinho acknowledged that his huge audiences were being fed on trash, and even less likely that his lieutenants used such a word in his presence.
Last year, when Lula stood again for president, he felt he had strong enough support in the country to tell Mr Marinho and his three sons (who now ran the business) that he was going to win whatever Globo did.
Equipped with ample political connections and control of the airwaves through his group's powerful TV Globo network, Marinho, now 95, gained a reputation in the 1980s as a kingmaker for selecting one Brazilian presidential candidate and influencing more than one election.
The final solution came when, in 2008, IPHAN resumed work under the supervision of architect Cristina Lodi and succeeded, in an unprecedented way, orchestrating a set of agents that were decisive for the result: besides IPHAN itself, ICMBio, the government of the State of Rio de Janeiro, the Rio de Janeiro City Hall, the private sector, led by the Association of Entrepreneurs Friends of UNESCO, and Roberto Marinho Foundation.
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