By Sabiu Abdullahi
The Nigeria Customs Service (NCS) has reiterated the importance of using data to drive public relations, as it joined communication professionals from across Africa to mark the 50th anniversary of the African Public Relations Association (APRA) at the 36th Annual Conference held in Mombasa, Kenya.
The event, which took place from June 9 to 13, 2025, at the PrideInn Paradise Beach Resort, attracted over 500 delegates including academics, policymakers, corporate executives, and development partners.
Themed “Transforming Africa through Safe and Responsible Digital Communication”, the gathering focused on shaping the future of public relations on the continent.Representing the NCS was Assistant Comptroller Abdullahi Maiwada, the Service’s National Public Relations Officer.
He delivered a presentation titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service.” In his remarks, he explained that public institutions must embrace data to build public confidence and communicate reforms clearly.
“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,” AC Maiwada stated.
He credited the Service’s shift to a proactive communications strategy to the leadership of the Comptroller-General of Customs, Bashir Adewale Adeniyi, MFR. Maiwada noted that the NCS now employs media intelligence tools, real-time feedback systems, and sentiment analysis to strengthen its relationship with the public.
“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 added.
The conference also served as a platform to formally announce Nigeria as the host of the 2026 edition of the APRA summit.
The Honourable Minister of Information and National Orientation, Mohammed Idris, conveyed the country’s readiness through the Director-General of the National Orientation Agency (NOA), Mallam Lanre Onilu.
“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,” Onilu said.
Key figures at the 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, World Communication Forum Association President Maxim Behar, and Nigerian Institute of Public Relations (NIPR) President Dr. Ike Neliaku.
In a goodwill message, International Public Relations Association (IPRA) President-elect Esther Cobbah encouraged PR professionals to use their craft to promote unity and advance equity, trust, and development across Africa.Dr. Neliaku also led a key panel session, where he presented a paper titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication.”
He urged governments to invest in strategic communications and called on practitioners to treat trust and reputation as essential assets in the digital era.
The active participation of the Nigeria Customs Service at APRA 2025 reflects its commitment to modernising its image and public engagement approach.
With Nigeria set to host the next APRA conference, the NCS is expected to play a central role in shaping Africa’s future communications agenda, anchored in innovation, accountability, and data-driven storytelling.