By Ajibola Adedoye
The Nigeria Customs Service (NCS) under the leadership of Bashir Adewale Adeniyi, has embraced a proactive communication model that aligns with global digital engagement and reputation management standards hence the integration of real-time feedback mechanisms, sentiment analysis, and media intelligence tools as part of its strategic public relations architecture.
Assistant Comptroller Abdullahi Maiwada, NCS’s National Public Relations Officer, made this submission while delivering a lecture at an event commemorating the 50th anniversary of the African Public Relations Association (APRA) during its 36th Annual Conference in Mombasa, Kenya.
Maiwada while speaking on the topic “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service” emphasised how public institutions like the NCS can harness data to build trust, enhance transparency, and communicate reforms with precision.
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According to him, “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”.
In his words, “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.”
Speaking on behalf of the Federal Government, the Honourable 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,” he declared.
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 urged governments to invest more in strategic communication infrastructure.
Other prominent speakers at the Mombasa 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 the President of Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku.
The APRA 26th Annual Conference themed “Transforming Africa through Safe and Responsible Digital Communication”, 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.
The NCS’s participation in this year’s event underscores its unwavering commitment to excellence in public engagement. It also reflects the CGC’s broader agenda 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 future communication agenda grounded in innovation, integrity, and data-backed storytelling.
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