In the ongoing saga of U.S. immigration, a perennial hot-button issue, policymakers grapple with balancing economic, security, and humanitarian concerns. Against the backdrop of record migrant crossings at the U.S. southern border, 60 Minutes producers sought to unravel the complexities of the situation and turned to SBCS (formerly South Bay Community Services), which was leading San Diego County’s Migrant Welcome Center.
As their strategic communications partner, Intesa knew this opportunity, if handled correctly could yield significant benefits for SBCS, fostering transparency, enhancing credibility, and broadening the organization’s reach while effectively shaping the narrative to spotlight its mission and achievements.
Since October 2023, SBCS worked with multiple nonprofit organizations to serve as the lead of San Diego County’s Migrant Welcome Center for asylum seekers and other migrants, assisting as many as 400 to 1,000 individuals daily who were coming to the U.S. from around the world. Released from Customs and Border Protection Custody, these individuals sought resources such as food, phone charging stations, and transportation to reunite with friends or relatives across the country. SBCS’s unwavering mission was to provide vital assistance to these individuals, offering support and pathways to their next destinations amidst challenging circumstances.
In our counsel to SBCS’s CEO, Kathie Lembo, Intesa stressed the importance of seizing the opportunity to highlight not just the organization’s notable contributions, but also its compassion, humanity, and the profound impact on individual lives. This interview wasn’t about entering into the debate over U.S. immigration policy. As a community-based organization, that’s not SBCS’s role to play. Rather, it was about shedding light on the pressing humanitarian needs at the border and showcasing how SBCS was addressing these issues once the individuals arrived on our soil.
After providing background information to the producers and reporter so they knew what to expect at the Center and guidelines were provided about interview terms at the center, Intesa ensured Kathie felt confident and well-prepared to be featured on a national stage. At the end of January, we helped SBCS host an impactful, two-hour visit to the welcome center, complete with tours and a sit-down interview with 60 Minutes journalist Sharyn Alfonsi. The segment aired on 60 Minutes Overtime on February 4 and was seen by 215,000 viewers via their YouTube Channel. Intesa was proud to have played a role in this success, providing the media training and support to SBCS’s team every step of the way.
In today’s challenging communications environment, it’s become harder to know what to say, to whom, and how – or even whether to say anything at all.
At Intesa, we specialize in guiding organizations through these complexities, offering strategic counsel and hands-on support to navigate media interactions with confidence and clarity. When you’re facing the next media opportunity or crisis, we are here to help you ensure your message is heard loud and clear.
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