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

…As Nigeria Receives Hosting Rights for 2026

The Nigeria Customs Service (NCS) has once again 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 from 9 to 13 June 2025 at the PrideInn Paradise Beach Resort, Mombasa, Kenya.

Themed “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 the Nigeria Customs Service.” His session emphasised how public institutions like the NCS can harness data to build trust, enhance transparency, and communicate reforms 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 narratives, but to measure impact, evaluate stakeholder perception, and make informed communication decisions,” AC Maiwada explained.

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. Maiwada further highlighted the integration of real-time feedback mechanisms, 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 its preparedness to host APRA 2026. Speaking on behalf of the Federal Government, the Honourable Minister of Information and National Orientation, Mohammed Idris, through the Director-General of the 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 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,” he declared.

Other prominent speakers at the Mombasa 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; President of the World Communication Forum Association (WCFA), Maxim Behar; and the President of Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku.

In a goodwill message, Esther Cobbah, President-elect of the 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 sessions, 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 most valuable currencies in the digital age and urged governments 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 reflects the CGC’s broader agenda of transforming Customs into a transparent, reform-driven, and people-oriented agency.

As the countdown to APRA 2026 begins, the NCS remains poised to contribute meaningfully to shaping Africa’s future communication agenda grounded in innovation, integrity, and data-backed storytelling.