California Launches $20M PR Campaign to Boost State's Image

Lawmakers question the real impact of the taxpayer-funded effort to combat 'negative narratives' about the state.

Apr. 16, 2026 at 8:24pm

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A serene, photorealistic painting of the California state capitol building in Sacramento, with the structure bathed in warm, golden light and surrounded by deep shadows, conveying a sense of quiet contemplation about the state's image and reputation.The Newsom administration's $20 million PR push aims to reframe the narrative around California's business climate and quality of life.Los Angeles Today

The Newsom administration has awarded a $20 million contract to public relations firm Edelman to launch a statewide branding campaign aimed at improving California's national reputation. The campaign will focus on promoting the state's economy and tourism, rather than Newsom himself. However, some lawmakers have raised concerns that the campaign could stifle debate about the state's business climate and regulatory burdens.

Why it matters

California has faced criticism in recent years over high costs of living, strict regulations, and an exodus of businesses and residents. The Newsom administration sees this PR campaign as a way to combat 'false and malicious' narratives about the state, but some lawmakers worry it could prevent honest discussions about the state's challenges.

The details

The $20 million contract was originally intended to promote California to visitors and businesses, but was later repurposed for a broader branding campaign. The campaign will be nationally focused and may include advertising in other states encouraging people to relocate to California. While the administration insists the campaign is not about Newsom himself, some lawmakers are concerned it could be used to boost his political profile ahead of a potential 2028 presidential run.

  • The $20 million contract was awarded to Edelman by the Governor's Office of Business and Economic Development (GO-Biz) in 2025.
  • The campaign is currently in development and the details are still being finalized.

The players

Gavin Newsom

The Governor of California who is overseeing the $20 million PR campaign to improve the state's image.

Dee Dee Myers

The director of the Governor's Office of Business and Economic Development (GO-Biz), the agency that awarded the $20 million contract to Edelman.

Roger Niello

A Republican state senator who criticized the PR campaign as potentially stifling debate about California's business climate and regulatory burdens.

Melissa Hurtado

The Democratic chair of the budget subcommittee who acknowledged the need to improve California's image but also agreed with concerns about the state's business environment.

Edelman

The public relations firm that was awarded the $20 million contract to lead the statewide branding campaign.

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What they’re saying

“The campaign will tell the California story, not the Gavin Newsom story. The effort is about California's success, not about politics.”

— GO-Biz

“There's been a little misinformation out there, in our view, and this is a chance to tell the real California story, and we're excited to take that on.”

— Dee Dee Myers, Director, Governor's Office of Business and Economic Development

“To attempt through a PR campaign to cut off any debate, and therefore ignore the possibility that we have regulatory burdens here that make it difficult sometimes to do business...this PR campaign is going to cut off any debate of that sort.”

— Roger Niello, State Senator

“I don't necessarily disagree with you that there is a need to improve the image of California. I also don't disagree with with my colleague, with our vice chair, in terms of, you know, what else we need to do to improve the business environment for businesses to stay.”

— Melissa Hurtado, Chair, Budget Subcommittee

What’s next

The Newsom administration will continue to finalize the details of the $20 million PR campaign, which is expected to launch later this year.

The takeaway

This high-profile PR campaign highlights the Newsom administration's efforts to combat negative perceptions of California, but it has also raised concerns among lawmakers that it could stifle important debates about the state's business climate and regulatory environment.