Edelman, one of the largest US public relations firms, has been hired by California to improve its reputation following former governor Gavin Newsom's tenure. The state will use around $19 million in taxpayer funds. Edelman previously worked with the Saudi government to restore its global image after the killing of journalist Jamal Khashoggi, which made the country a global "pariah". The firm reportedly received about $787,000 per year for its services. The California Brand Campaign contract was awarded to Edelman to showcase the state's diverse business community.