Nigeria Customs Restates Commitment to Excellence in PR as Spokesperson Advocates Data-Driven Engagement
The Nigeria Customs Service (NCS) has reaffirmed its commitment to top-tier public communication and institutional branding, both within the country and across Africa.
The NCS reiterated this commitment during the 50th anniversary celebration of the African Public Relations Association (APRA) and its 36th Annual Conference themed “Transforming Africa through Safe and Responsible Digital Communication”, held at the PrideInn Paradise Beach Resort, Mombasa, Kenya, from June 9 to 13, 2025.
The high-level summit brought together over 500 delegates, including communication scholars, corporate leaders, government representatives, and international partners, to reflect on the evolution of public relations and chart a sustainable path for the next 50 years.
Assistant Comptroller Abdullahi Maiwada, the National Public Relations Officer of the Service, represented the agency at the event, delivering an insightful presentation titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service”.
Maiwada emphasised that public institutions like the NCS can harness data to build trust, enhance transparency, and communicate reforms with precision.
“Public relations has moved from the era of assumptions to a profession guided by evidence. At Nigeria Customs, we are applying data analytics not just to shape narratives, but to measure impact, evaluate stakeholder perception, and make informed communication decisions,” he explained.
The spokesperson noted that under the visionary leadership of the Comptroller-General of Customs, CGC Bashir Adewale Adeniyi, the Service has embraced a proactive communication model aligned with global standards for digital engagement and reputation management.
He further highlighted the integration of real-time feedback mechanisms, sentiment analysis, and media intelligence tools as part of Customs’ strategic public relations architecture.
“The future of public sector communication lies in our ability to listen, adapt and engage purposefully. As gatekeepers of public trust, we cannot afford to be reactive. We must lead with clarity, backed by verifiable data,” he added.
The conference also provided a platform for Nigeria to showcase its preparedness to host APRA 2026.
Speaking on behalf of the Federal Government, the Minister of Information and National Orientation, Mohammed Idris, through the Director-General of the National Orientation Agency (NOA), Mallam Lanre Onilu, reaffirmed Nigeria’s readiness to deliver a world-class summit next year.
“Nigeria is deeply honoured by the confidence reposed in us to host APRA 2026. This is a historic opportunity not just to celebrate excellence, but to deepen our collective resolve to use communication as a force for good across the continent,” Minister Idris remarked.
Other prominent speakers at the conference included APRA President, Arik Karani; Immediate Past President, Yomi Badejo-Okusanya; President of the Global Alliance for Public Relations and Communication Management, Prof. Justin Green; President of the World Communication Forum Association (WCFA), Maxim Behar; and President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku.
In a goodwill message, Esther Cobbah, President-elect of the International Public Relations Association (IPRA), urged practitioners to use communication to unify Africa’s voice and advance the values of credibility, equity and development.
Dr. Neliaku, who led one of the major panel sessions, presented a paper titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication.”
He called on African PR professionals to treat reputation and trust as their most valuable currencies in the digital age and encouraged governments to invest more in strategic communication infrastructure.
The NCS’s participation at APRA’s 50th anniversary underscores its unwavering commitment to excellence in public engagement and reflects Comptroller Adeniyi‘s broader vision of transforming Customs into a transparent, reform-driven, and people-oriented agency.
As the countdown to APRA 2026 begins, the NCS remains poised to contribute meaningfully to shaping Africa’s communication future, grounded in innovation, integrity, and data-backed storytelling.
