By George Ozalla
The Nigeria Customs Service (NCS) has reinforced its position as a trailblazer in strategic public engagement by taking part in the 36th Annual Conference of the African Public Relations Association (APRA). The conference, themed “Transforming Africa through Safe and Responsible Digital Communication,” convened over 500 stakeholders, including communication scholars, policy-makers, corporate executives, and international development partners.
Assistant Comptroller Abdullahi Maiwada, the National Public Relations Officer of the NCS, represented the Service at the summit. He delivered an insightful paper titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service,” offering a deep dive into how data is transforming communication within the NCS.
“Public relations has moved from the era of assumptions to a profession guided by evidence,” AC Maiwada observed. “At Nigeria Customs, we apply data analytics not only to shape narratives but to measure impact, evaluate stakeholder perception, and inform our communication decisions.” Maiwada lent credence to pragmatic leadership style of the Comptroller-General of Customs, Bashir Adewale Adeniyi, under whom the Service has adopted a digital-first, proactive communication model aligned with global best practices.
He further highlighted the integration of sentiment analysis, media intelligence tools, and real-time feedback systems as core elements of NCS’s communications framework, ensuring the agency remains transparent, responsive, and reform-driven. “The future of public sector communication lies in our ability to listen, adapt, and engage purposefully. We must lead with clarity, backed by verifiable data,” he emphasized.
The conference also highlighted Nigeria’s successful bid to host APRA 2026, reflecting the country’s strategic role in shaping the continent’s communication agenda.
The Mombasa conference featured distinguished speakers, including APRA President Arik Karani; Immediate Past President Yomi Badejo-Okusanya; Global Alliance President Prof. Justin Green; WCFA President Maxim Behar; and Nigerian Institute of Public Relations (NIPR) President, Dr. Ike Neliaku. In her goodwill message, Esther Cobbah, President-elect of the International Public Relations Association (IPRA), urged practitioners to build a unified African voice through communication rooted in credibility, equity, and development.
Dr. Neliaku, in a panel presentation titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication,” called on PR professionals to treat reputation and trust as the continent’s most valuable currencies in the digital age.
The Nigeria Customs Service’s participation in APRA @50 underscored its growing influence in Africa’s public relations landscape and reflects a broader commitment to transparency, innovation, and citizen-centered communication. As the road to APRA 2026 begins, the NCS stands ready to play a defining role in shaping a data-driven and trust-based future for African public communication.
