The Comptroller General of Customs (CGC), Mr. Bashir Adewale Adeniyi, has reiterated the critical role of Customs Public Relations Officers in shaping the image, credibility, and public trust of the Nigeria Customs Service (NCS). Speaking at a one-day workshop held at Bayero University, Kano, Adeniyi called for a renewed focus on effective communication and modern public relations strategies to meet the evolving demands of the digital age.
The workshop, themed “The Strategic Role of Public Relations Officers for Institutional Growth and Stakeholders’ Trust,” was designed to equip NCS PR officers with the skills necessary to manage public perception, handle crises, and build stronger relationships with stakeholders.
Effective Communication is Vital — CGC
Represented by Acting Deputy Comptroller General, Timi Bomodi, CGC Adeniyi stressed that Customs Public Relations Officers are no longer just spokespeople but also interpreters of institutional actions, guardians of reputation, and strategic advisors. He noted that in today’s digital landscape, PR professionals must be agile, tech-savvy, and capable of using modern tools to combat misinformation and engage effectively with the public.
“In an era where misinformation spreads quickly, PR officers are the first line of defence,” Adeniyi said. “They must not only communicate clearly but also understand the context in which they operate to maintain transparency and build lasting trust.”
Support from Academia and Government
The event was attended by a wide range of stakeholders, including NCS officers, media professionals, and government representatives.
The Vice-Chancellor of Bayero University, Prof. Haruna Musa, welcomed the initiative, describing it as timely and essential. He emphasized the growing need to professionalise PR functions in public institutions, especially in critical agencies like Customs.
Similarly, Sunusi Bature Dawaki Tofa, Director-General of Media and Publicity to Governor Abba Yusuf of Kano State, lauded the workshop as a step in the right direction for the PR profession. He highlighted that effective PR is key to stakeholder engagement, crisis communication, and policy promotion in a highly dynamic media environment.
Redefining the Role of PR in the Nigeria Customs Service
The workshop also served as a platform to challenge outdated perceptions of the PR role. Discussions focused on how Customs Public Relations Officers can contribute strategically to:
- Policy development
- Reputation management
- Crisis communication
- Stakeholder engagement
- Digital media strategy
This shift reflects a broader trend across the public sector, where PR is increasingly viewed not just as a support function, but as a core element of institutional success and public accountability.
Conclusion: Strengthening the PR Arm of the NCS
The workshop at Bayero University marks a significant step in strengthening the communication strategy of the Nigeria Customs Service, as the institution continues to modernise its operations and improve public engagement.
With continued capacity building, strategic partnerships, and investment in modern communication tools, Customs Public Relations Officers are poised to play an even more vital role in promoting transparency, enhancing institutional credibility, and fostering stakeholder trust.
