In a bid to enhance California’s national reputation, Governor Gavin Newsom is allocating substantial taxpayer funds to a renowned New York public relations agency. This move aims to reshape perceptions of the state positively.

The California Office of Business and Economic Development has agreed on a deal with Edelman, a prominent PR firm, potentially worth up to $19 million, according to reports by KCRA. The goal is to revitalize the image of the Golden State.

Edelman, which counts major companies like Dove, Starbucks, eBay, and Heineken among its clients, is charged with dispelling “negative narratives” that circulate online and in partisan media. The firm will focus on highlighting California’s economic strengths and tourist attractions.

The contract takes effect on April 6 and is set to continue until the year’s end.

Last month, GO-Biz issued a request for proposals, emphasizing the involvement of small businesses in the bidding process. Edelman responded by incorporating several small enterprises into its proposal.

A spokesman for GO-Biz told KCRA that Edelman included several small businesses in its proposal.

The state agency previously told the outlet that the campaign wouldn’t be about Newsom himself, but California.

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

News of the contract drew ample criticism.

“Gavin Newsom is giving 19 million California taxpayer dollars to a New York PR firm to promote California in a better light to the nation. Which does not at all sound like Gavin Newsom is making a presidential campaign ad for himself,” Kevin Dalton, who ran for the Los Angeles County Board of Supervisors, wrote on X.

“Californians aren’t being asked, they’re being billed,” added Republican congressional candidate Christine Bish.

“Another $19 million in taxpayer money, this time for a PR firm to ‘improve California’s image.’ Let’s call it what it is: government-funded spin while families struggle to afford the basics.”

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