ZAINAB JUNAID
The National Public Relations Officer for Nigeria Customs Service (NCS), Assistant Comptroller Abdullahi Maiwada, has again re-emphasised the critical role of effective Communication in the Service’s operations and success.
Speaking on the Roles of Public Relations within the Nigeria Customs Service (NCS) on NC Broadcasting Network (NCBN) 106.7FM on Thursday, 19 June 2025, Maiwada acknowledged Communication as the oxygen we breathe to survive, which can make or mar things, depending on how effectively it is utilized.
He stressed that for any Organisation- government or private, communication is critical to success, emphasising the need to understand its value, and its strategic use for maximum results.
Recall that the Service Image Maker emphasised the importance of effective communication as a catalyst for transformation while delivering a paper titled “the role of effective communication strategy as a veritable tool to deepen trade Facilitation”, at the 2025 NCS Trade Facilitation Stakeholders Consultative Forum in Lagos, where he highlighted the role of Communication in deepening trade facilitation.
While responding to the importance of Communication as a PR Practitioner, the Nigeria Customs spokesperson noted that communication is key to success in any organization. Effective communication can make or mar an organization’s image and reputation.
Discussing his achievements as the Service’s Image Maker, Maiwada highlighted that he had developed a strategic plan from the outset, focusing on internal and external communication, media relations, event management, and crisis communication to achieve his objectives.
To him, “When I resumed I came with a strategic plan. My plan was divided into short, medium and Long term and by the grace of God, In two years, we have achieved so many things we intend to achieve in Public Relations Units. First is to establish a team that we believe we can work together to create the image and a better reputation for NCS in terms of Communication, we are responsible for internal and external communication media relations, event management, crisis communication and couple of other responsibilities.
“In summary, our role going by the British Association definition of PR, is to establish mutually beneficial relationships between NCS and the public which could be internal or external publics”.
He further acknowledged the visionary leadership style of the Comptroller General of Customs of Customs, Bashir Adewale Adeniyi MFR, which has been instrumental to the Service in driving strategic initiatives that enhance trade facilitation and revenue collection.
“As a seasoned communicator and Fellow of the Nigerian Institute of Public Relations (FNIPR), who has been a spokesperson of Customs for almost fifteen years, the CGC understands the value of effective communication in achieving organizational goals. Under his leadership, the Nigeria Customs Service has implemented initiatives that align with global best practices, further emphasizing the importance of communication in driving success,” he said.
On the importance of mentorship and self-improvement, the Customs Image Maker advised young PR practitioners to learn from predecessors who have served and are still serving in the Service.
Maiwada said, “They should look at practitioners who have served and are still serving, find a mentor, add value to themselves, learn, relearn, and unlearn. There’s no end to knowledge. Be intentional about learning and always improve yourself.
“Develop soft skills in relationship-building because PR is about relationships. Without interpersonal relationships, you can’t relate to people, I cannot see how you can succeed as a PR person. Acquire knowledge and soft skills to effectively interact with your diverse audience. You should always know that there is no boundary Into knowledge, if you think you know it all, that is to say you have turban yourself with the turban of ignorance”.
Highlighting the Role of Customs in Economic Development, by making Nigeria business trade better, Maiwada said the Agency plays a critical role in economic development and national security.
“We collect revenue, facilitate trade, and contribute to the government’s coffers. We are a catalyst that speaks of trade in Nigeria, even though we don’t participate in trade. Our activities, when done in the right way, can enhance trade facilitation in Nigeria. With the coming of the CGC, the Service has implemented initiatives that align with global best practices,” he stated.
Ultimately, the Service’s commitment to effective communication will continue to drive its success in facilitating trade and promoting economic development of sustained.
