INS Has Hard Choice in Advertising Law : Big Firms Have Technology; Use of Minorities Could Boost Image
In granting contracts for advertising the provisions of the landmark immigration law, the Immigration and Naturalization Service faces a dilemma: It wants to get the word out swiftly, effectively and widely--tasks most easily accomplished by large, powerful firms.
But if it does not do business with small, minority firms, it risks being charged with insensitivity and loses a chance to improve its image with Latino and other communities affected by the new law.
The depth of the INS’ problems in advertising the new law was illustrated Monday during a meeting of INS officials and potential advertisers.
In addition to conflicting priorities over who should handle the ads, the INS must evaluate bids without knowing how much money it will have to spend on the education effort.
Congress has not yet appropriated the $400 million the legislation calls for each year in fiscal 1987 and fiscal 1988 to implement the law.
Also, the agency does not know how many people will seek status as legal residents under the new law, or in which languages--other than Spanish--the amnesty program should be advertised.
The single fact that is clear to the INS and other parties involved is the importance of disseminating the information on the program, which will affect hundreds of thousands of illegal immigrants and the businesses that employ them.
The law offers temporary resident status to illegal immigrants who have been in the country since before Jan. 1, 1982, and levies fines and sanctions against employers who knowingly hire illegals.
The legislation, signed into law by President Reagan on Nov. 6, calls for the INS to conduct a six-month public education effort before it begins taking applications for legal resident status in May.
Technical Criteria
At Monday’s meeting, which lasted about an hour, the INS set out technical criteria for the educational advertisements that some critics believe can only be met by huge firms, such as those on New York’s Madison Avenue.
Joseph M. Trevino, executive director of the League of United Latin American Citizens, said the criteria “have already excluded most minority firms.”
Trevino cited the INS’ desire for national advertising, which would be difficult for small, regional firms. Similarly, he pointed out that in printed guidelines sent to prospective advertisers, the INS has said: “Emphasis will be placed on direct mail capabilities as well as marketing to ethnic groups.”
Generally, direct mail operations are most effective when supported by sophisticated computer equipment.
But officials said they will weigh all criticism before making any firm decisions.
By the end of February, the INS will begin awarding grants in print and electronic media, said Michael R. Machesko, INS contracting officer.
Some immigration experts said they are concerned that the amnesty effort will be hampered if the INS is not careful in its selection of advertisers.
Noting that many illegal immigrants distrust the INS and may not come forward to seek legal residency, Jill Shellow, a board member of the National Immigration, Refugee & Citizenship Forum, said advertising might be ineffective if it is done by large firms unfamiliar with communities with illegal immigrants. Unlike small community groups, the large national agencies “have little ability to locate” the illegal immigrants, she said.
Mark W. Everson, INS official in charge of administering the legalization program, sought to allay such concerns, saying it would be “sensitive and appropriate.” Promising close scrutiny of ads, he said: “We have to be satisfied that this passes the smell test.”
