"Utah used actors, AI, stagecraft and NDAs as it sought to sway public opinion and take control of 18.5 million acres of federal public land" 

"Last year, as Utah prepared to file a lawsuit aiming to take control of millions of acres of federal public land within its borders, state officials sought help swaying public opinion in their favor. They turned to a group of public relations professionals at Penna Powers, a media and branding firm based in Salt Lake City.

Backed with a commitment of more than $2 million in tax-payer funds, the firm sprang into action. One of the early orders of business was studying the opposition. In June 2024, an assistant attorney general sent an email to numerous state government colleagues and Penna Powers staffers that contained a video from the Theodore Roosevelt Conservation Partnership (TRCP) in which the well-known hunter and media personality Randy Newberg described the dangers of transferring federal land to state control. “It doesn’t matter how many promises are made,” warned Newberg, “the financial realities would force states to sell off our public lands.”

Noting that organizations like TRCP are good at connecting with “traditionally conservative” audiences, the Utah official told his colleagues that “our PR efforts will largely depend on how well we can anticipate and effectively respond to these expected criticisms.”

“That definitely helps us know what we need to counter the opposition,” added Redge Johnson, director of Utah’s Public Lands Policy and Coordinating Office, or PLPCO, which has played a central role in organizing the state’s campaign to seize federal land."

Jimmy Tobias reports for Public Domain June 17, 2025, published in partnership with High Country News. [2]