California Gov. Gavin Newsom’s administration has selected New York-based public relations giant Edelman for a taxpayer-funded campaign aimed at improving the state’s national image, KCRA3 in Sacramento first reported on Saturday.
The contract, valued at up to $19 million, was issued through the Democratic Governor’s Office of Business and Economic Development (Go-Biz) and is expected to run from April through the end of the year.
State officials say the campaign is designed to promote California’s economy and tourism while countering what they describe as "negative narratives" circulating online and in partisan media.
Edelman, the world’s largest communications firm with a global client roster including major consumer brands, reportedly partnered with smaller businesses as part of its proposal, a factor the state said was considered in the selection process.
The move comes as California faces ongoing fiscal challenges, including projected budget shortfalls in the coming years, as well as poorly managed fire catastrophes and high-income taxpayers fleeing the state.
Democratic lawmakers who oversee state spending have declined to weigh in on whether the campaign is an appropriate use of public funds, while Republicans have sharply criticized it as politically motivated.
Critics argue the effort aligns with broader efforts to bolster Newsom’s national profile ahead of a potential presidential run.
The governor, a high-profile Democrat who has increasingly positioned himself on national issues, is widely viewed as a likely contender in a future presidential race.
His administration, however, disputes that characterization, insisting the campaign is focused solely on promoting California rather than advancing Newsom's own personal political aspirations.
The contract has also drawn attention amid persistent challenges in the state, including budget deficits, high cost of living, crime concerns in major cities, and an ongoing housing crisis, issues that have fueled both outmigration and political criticism.
Against that backdrop, the PR initiative underscores a broader effort by Newsom’s team to reshape perceptions of California nationally, even as debates continue over the state’s performance on key economic and quality-of-life metrics.
James Morley III ✉
James Morley III is a writer with more than two decades of experience in entertainment, travel, technology, and science and nature.
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