President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, has challenged the Nigerian Customs Service (NCS) to channel strategic efforts toward rebuilding public perception of its operations in order to earn and sustain public trust.
Describing the NCS as a Federal Government agency whose policies and operations have long suffered from public misconceptions, Dr. Neliaku emphasized that addressing this entrenched perception deficit is crucial to restoring the agency’s integrity.
Speaking on Monday at the opening of the 2025 edition of the Nigerian Customs Service Public Relations Workshop, held at Bayero University, Kano, Dr. Neliaku underscored the importance of effective communication, behavioral change, and stakeholder engagement as key elements in addressing negative perceptions.
The NIPR President highlighted the critical role of PR officers in reshaping the Service’s reputation, building credibility, promoting policies, and mitigating potential risks. He stressed that transparency and integrity must form the bedrock of Customs PR operations if public trust is to be rebuilt.
Speaking on the theme “Beyond Masters of Ceremonies: The Strategic Role of Public Relations Officers for Institutional Growth and Stakeholders’ Trust,” Dr. Neliaku urged Customs PR officers, drawn from across the country, to move beyond traditional ceremonial roles.
“For the Nigerian Customs to function effectively, its PR officers must rise above being mere protocol officers or MCs restricted to ceremonial duties. PR officers must first be credible themselves in order to build credibility for the Service. The Service is grappling with fragile public trust — that deficit must be addressed,” he added.
While declaring the workshop open, the Comptroller General of the Nigerian Customs Service, Bashir Adewale Adeniyi, represented by Timi Bomodi, Acting Deputy Comptroller-General in charge of Enforcement, Investigation, and Inspection, reiterated the Service’s commitment to strategic communication as a means of educating the public about its operations.
He noted that, beyond its core mandates of revenue collection and enforcement of government policies, the NCS Public Relations Unit plays a critical role in public engagement.
“The role of Customs PR officers is to interpret customs policies to the public, mediate during misunderstandings, manage crises during operational challenges, and serve as custodians of the Service’s reputation in this new era,” he stated.
“The Nigerian Customs Service operates at the intersection of revenue generation, trade facilitation, and national security. Every decision, operation, and policy affects millions of Nigerians, the business community, and our international partners.”
“In such an environment, how we communicate is just as important as what we do. Our actions may speak, but it is the voice of public relations that interprets, contextualizes, and gives meaning to those actions.”
Adeniyi added that while the NCS is modernizing its operations, automating processes, and aligning with global best practices, these reforms can only be sustained with public trust. “Trust is built not only by enforcing laws but also by communicating clearly, consistently, and transparently,” he emphasized.
On his part, the host of the event and Vice Chancellor of Bayero University, Kano, Professor Haruna Musa, emphasized that effective communication and public relations require a deep understanding of the audience, a clear message, and a strong commitment to building trust and credibility.
He reminded Customs PR officers of their pivotal role in shaping the public image of the Nigerian Customs Service and in building productive relationships with stakeholders. The Vice Chancellor also expressed the university’s readiness to partner with the NCS in expanding the knowledge and capacity of its officers.