California Governor Gavin Newsom authorized spending up to $19 million in taxpayer dollars to hire a New York-based public relations firm to polish the state’s reputation, raising questions about priorities as the state faces ongoing fiscal challenges and residents struggle with high costs of living.

Multi-Million Dollar Image Campaign

The governor’s Office of Business and Economic Development awarded the contract to Edelman, one of the nation’s largest PR firms, which represents major corporations including Starbucks, Dove, eBay, and Heineken. The contract runs from April 6 through the end of 2026, nearly coinciding with the end of Newsom’s term in early 2027. Edelman will focus on combating what the administration calls “negative narratives amplified online and in partisan media” about California while promoting the state’s economy and tourism opportunities.

🚨 GAVIN NEWSOM CAUGHT: $19 MILLION TAXPAYER DOLLARS FOR PERSONAL IMAGE ADS! 🚨

Newsom is blowing $19 million of California taxpayer money on a national ad campaign to fight "negative narratives" about his failing state.

– Up to $14 million on ads
– Another $5 million for… pic.twitter.com/W1xQLMqhg5

— And We Know©🇺🇸 (@andweknow) April 6, 2026

The state agency known as GO-Biz posted a request for proposals last month with requirements that small businesses be considered first for the contract. An Edelman spokesman stated the firm included several small businesses in its proposal to meet this requirement. GO-Biz emphasized the campaign would focus on California’s achievements rather than promoting Newsom personally. “The campaign will tell the California story, not the Gavin Newsom story,” the agency declared in a statement to media outlets.

Defending the Spending Decision

A Newsom spokesperson defended the expenditure, telling the Los Angeles Times that California’s business climate has been “falsely and maliciously maligned for years.” The representative argued the state has a right to present what they call the true story about conditions in California. “California is a great place to live, work, invest and visit,” the spokesperson said. “Setting the record straight will benefit every business, worker and resident of this state.” The administration maintains the investment will ultimately help California’s economy by attracting businesses and tourists.

Growing Criticism Over Priorities

The announcement drew immediate criticism from residents and fiscal watchdogs questioning whether $19 million in taxpayer funds represents appropriate spending. Critics point to California’s ongoing challenges including high taxes, regulations that have driven businesses to relocate to other states, and quality of life concerns that have contributed to population declines in recent years. The timing of the contract, ending just as Newsom’s term concludes, has also raised questions about the political motivations behind the spending despite official assurances the campaign will not focus on the governor himself.