California Lawmakers Question Newsom’s $20M PR Campaign To Rebrand State

California lawmakers pressed Gov. Gavin Newsom’s administration over a $20 million taxpayer-funded public relations campaign aimed at improving the state’s national image, raising concerns about its effectiveness and priorities.

The initiative, overseen by the Governor’s Office of Business and Economic Development (GO-Biz), includes a major contract awarded to global PR firm Edelman. The firm has been tasked with countering what officials describe as “negative narratives” about California while promoting its economy, business climate, and tourism.

Originally, the funding approved in last year’s state budget was intended to support travel and tourism promotion. However, officials later broadened the scope, arguing that focusing solely on tourism was too limited for the state’s broader messaging goals.

GO-Biz Director Dee Dee Myers told lawmakers the campaign is still being developed and will primarily target a national audience. She did not rule out advertising efforts in other states aimed at attracting new residents and businesses to California.

The Newsom administration has pushed back on suggestions that the campaign is politically motivated, insisting it is designed to highlight the state’s strengths rather than promote the governor personally. Officials argue California’s reputation has been unfairly damaged by misinformation and that the state should actively tell its own story.

Still, the effort drew skepticism from both sides of the aisle. Republican State Sen. Roger Niello warned that a PR campaign could gloss over real economic challenges, including concerns about regulations and business conditions.

Some Democrats also acknowledged the concerns. State Sen. Melissa Hurtado said improving California’s image is important, but added that broader policy issues affecting businesses should also be addressed.

At the same time, some lawmakers expressed interest in ensuring the campaign highlights specific industries and regions, including tourism sectors like California’s wine industry, which they say could benefit from greater visibility.

The debate underscores a broader question facing the state: whether improving perception alone is enough, or whether deeper structural issues must be addressed alongside any effort to reshape California’s national image.