To effectively connect with domestic media, CTTC practices both proactive and reactive media relations based on California’s core attributes, including press releases and pitching. Additionally, CTTC serves as an industry resource for travel and tourism, trade and business media.

CTTC distributed 45 themed news releases in 2008–2009, quarterly editions of What’s New in California (circ. 3,500) and monthly editions of Media News (circ. 1,500); updated the tourism.visitcalifornia.com Press Room on a regular basis; and responded to media requests. CTTC also coordinated crisis communications for wildfires and influenza H1N1. For the fiscal year, CTTC reported a total ROI of over $26 million with 112 million impressions, with placements in such high-level media as the New York Times, Los Angeles Times, Chicago Tribune, Sacramento Bee, About.com, Forbes.com, Travel.AOL.com and US Airways Magazine.