At a time when domination of the world economy by the rich countries is being challenged by the emergence of the BRICS, how can these countries maintain their position on the international stage? The five BRICS countries are seeking to define common positions, and this is why intercultural communication and negotiation are crucial to coordination and for ensuring that their interests and the way they operate are respected. China, which is both a key partner and a formidable opponent of the other BRICS members, has succeeded in implementing effective communication strategies to protect and expand its own spheres of economic interest, but also, and especially, it has taken up a dominant role in resolving potential crises with other BRICS members. Consequently, in order to maintain their global position, the BRICS need to develop effective governance of their communication strategy.