Customs Spokesman Advocates Data-Driven PR At APRA 26th Annual Conference in Kenya

Customs Spokesman Advocates Data-Driven PR At APRA 26th Annual Conference in Kenya.

…As Nigeria Receives Hosting Right for 2026.

By Joe,
Global Freight News.

The Nigeria Customs Service has demonstrated its thought leadership in public communication and institutional branding as it joined public relations professionals across Africa to commemorate the 50th anniversary of the African Public Relations Association (APRA) during its 36th Annual Conference held at the Prideinn Beach Resort, Mombassa, Kenya.

Theme of the conference is “Transforming Africa through Safe and Responsible Digital Communication”, 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.

The Nigeria Customs Service’s National Public Relations Officer, Assistant Comptroller Abdullahi Maiwada, represented the service at the event. Maiwada delivered an insightful presentation on ” Leveraging Data Analytics for Effective Public Relations Practice in Nigeria Customs Service. “His session emphasised how public institutions like the NCS can harness data to build trust, enhance transparency and communicate reform 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 narrative but to measure impact, evaluate stakeholders perception, and make informed communication decision,” Maiwada said

He noted that under the visionary leadership of the Comptroller-General of Customs, Bashir Adewale Adeniyi MFR, the service has embraced a proactive communication model that aligns with global digital engagement and reputation management standards.
He further highlighted the integration of real-time feedback mechanism, 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 said.

The conference also provided a platform for Nigeria to showcase it’s preparedness to host APRA 2026. Speaking on behalf of the Federal Government, the Honourable Minister of Information and National Orientation, Mohammed Idris, through the DG, 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 reposted in us to host APRA 2026. This is a historic opportunity not just to deepen our collective resolve to use communication as a force for good across the continent,” he added

Other prominent speakers included APRA President Arik Karani, immediate Past President, Yomi Badejo-Okusanya, President of the Global Alliance for public relations and communication management, Professor Justin Green, President of the World Communication Forum Association (WCFA), Maxim Behar, Institute of Public Relations (NIPR) Dr. Ike Neliaku.

In a goodwill message, Esther Cobbah, President-elect, 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 session, 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 lost valuable currencies in digital age and urged government to invest more in strategic communication infrastructure.

The Nigeria Customs Service’s participation in APRA @50 underscores its unwavering commitment to excellence in public engagement. It also reflect the CGC’s broader agenda of transforming customs into a transparent, reform-driven, and people-oriented agency.