ZAINAB JUNAID
The National Public Relations Officer of Nigeria Customs Service(NCS), Assistant Comptroller Abdullahi Maiwada PhD, has emphasised the crucial role of effective communication as a transformative tool to deepen trade facilitation in Nigeria.
In a presentation titled “the role of effective communication strategy as a veritable tool to deepen trade Facilitation”, at the just concluded NCS Trade Facilitation Stakeholders Consultative Forum 2025 in Lagos, AC Maiwada stressed that with fast-evolving global environment, the strategic deployment of effective communication has become a catalyst for transformation and not just a supportive function.
He emphasised that effective communication is the bridge between policy and practice, and when used deliberately and strategically, it strengthens institutional credibility, deepens trade facilitation in ways that drive economic growth, enhance environmental sustainability, and bolster national energy security. “The future of trade is green, digital, and fast, and the time to act is now,” Maiwada stated.
The Service PRO acknowledged the transformative era of the global economy driven by sustainability, innovation, and a decisive pivot toward renewable energy and energy-efficient technologies, emphasising that trade facilitation lies in the heart of the transition.
According to him, Trade facilitation is not only about simplifying procedures but building trust, transparency, and collaboration across borders, he said, quoting United Nations Conference on Trade and Development, (UNCTAD) 2022 that “Effective communication is the glue that holds this process together”.
Maiwada posited that no trade system can function optimally without effective communication.
“Communication is the connective tissue that binds policy to practice, stakeholders to strategy, and innovation to implementation.• For Customs administrations like the Nigeria Customs Service (NCS), strategic communication is not a luxury but a necessity,” he said. “It enables clarity, builds trust, reduces bottlenecks, and fosters the collaborative ecosystem needed to support the green economy”.
He highlighted main objectives of his presentation to include: exploring how effective communication strategy can serve as a transformative tool to deepen trade facilitation in Nigeria, specifically focusing on promoting the adoption and seamless movement of renewable energy and energy-efficient technologies through the Nigeria Customs Service;
“Designing a robust, adaptable, and inclusive communication strategy tailored to the unique demands of the renewable energy and energy- effcient technology sector;
“And to propose actionable, policy-relevant recommendations that can enhance stakeholder engagement, improve compliance, reduce clearance times, and position the Nigeria Customs Service as a proactive enabler of green trade and investment”.
AC Maiwada noted that since each stakeholder group in the trade cycle has unique information needs and communication preferences, Nigeria Customs Service must adopt tailored communication strategies to engage with role of Strategic Communication in Trade Facilitation so as to reduce transaction costs; minimize delays; enhance predictability and promote compliance.
He also advocated a proposed communication Channels and Tools like a dedicated Online Portal/Microsite which will focus explicitly on trade in renewable energy and energy-efficient technology.
“Implementing and Evaluating the Communication Strategy by the Service should be phased and interactive, with continuous monitoring and evaluation,” he stated.
Noting the evolving technology is fast becoming a transformative era defined by sustainability, innovation, a decisive pivot towards renewable energy and energy-efficient technologies, the Customs National Spokesman stressed the need for strategic communication.
He said, “Effective Communication is a bridge between Policy and Practice to drive economic growth. Our engagement today is part of strategic communication, engaging and interfacing with stakeholders to deliver one of our core functions, which is trade facilitation. We all know what trade facilitation is, and we understand the global economy is entering a transformative era defined by sustainability, innovation, and a decisive pivot towards renewable energy and energy-efficient Technologies.
Citing different models of communication including two- way communication model, Shannon &Weaver model, and Stakeholders theory, to buttress his points on need for effective communication to enhance trade facilitation, Maiwada analysed how noise can impede effective communication in trade cycle.
He described Shannon- weaver model as a linear process involving a sender, message, channel, receiver, and noise, identifying noise as a major barrier in trade process.
He also emphasised on feedback as a major component in trade Facilitation.
To him, NCS as a sender of message must ensure messages, that is, regulation procedures are encoded clearly to avoid any form of noise.
“Ensuring the receiver who is the trader accurately receives information. Constant feedback is also key as it will enable things to be done in the right way, which will improve the Service. Consultation mechanism should be put into consideration. NCS should actively seek input from traders on proposed regulations, establish platforms for traders to report issues and receive timely responses.
“The two way communication model is crucial for NCS to adopt process and ensure that they are practical and effective for Stakeholders,” he said.
To enhance trade facilitation and support Nigeria’s renewable energy goals, the Customs image maker recommended developing a multi-channel communication framework.
This framework, he said, should include regular town halls, stakeholder advisory panels, and online suggestion boxes to foster feedback and dialogue.
“Targeted sensitization campaigns on renewable energy procedures, tariff exemptions, and fast-track schemes can also help. Additionally, capacity building for customs officers through training in stakeholder engagement, digital communication tools, and green trade literacy is crucial.
“Integrating communication strategies with trade facilitation tools like Authorized Economic Operators (AEO) and Advance Ruling can further streamline processes. Aligning with national and global goals, such as Nigeria’s Renewable Energy and Energy Efficiency Policy, AfCFTA Trade Facilitation Protocols, and SDGs 7 and 13, is also essential. Key takeaways include the importance of effective communication in reducing transaction costs, minimizing delays, and enhancing predictability,” he added.
