Like other BRICS countries, Brazil has an external media and communication strategy. In essence, as noted by a book on Brazilian communication policy published by UNESCO in the 1970s, Brazil tends to delegate much of its internal and external communications strategy and practice to private media companies, rather like India and the United States. However, unlike the US, there is both very close cooperation and competition between national government, major political actors, and dominant media organizations, like TV Globo, in the Mediterranean and Iberian traditions of corporatism and clientelism. Major media and forms of culture, like print media, music, sports and film since the 1930s, and television since the 1970s, tend to be strategically produced to meet national political and commercial goals, but are frequently exported with notable success to meet both commercial and global strategic goals in an increasingly competitive global marketplace. This paper will include as exploration of how these media and cultural exports have taken on soft power attributes. It will examine the dual national and global roles of key cultural industries. The paper will also examine some recent government efforts at international public relations, as well as how two major networks, one controlled by a Brazilian evangelical church, are conducting their own broadcasting diplomacy.