Reinventing Nigeria Customs: The Strides of CGC Adeniyi

By Kabir Abdulsalam

The appointment of Mr. Bashir Adewale Adeniyi (first) as the Acting Comptroller General of Nigeria Customs Service (NCS) by President Bola Ahmed Tinubu in July this year was widely celebrated.

Several stakeholders commended his appointment, emphasizing that the president’s renowned knack for identifying talents had once again proven successful.

Adeniyi boasts over 30 years of experience in customs administration, encompassing both strategic and operational roles. He possesses a deep understanding of the complex and ever-changing international trade landscape, alongside a strong command of the service regulations, laws, and policies.

Demonstrating excellent communication and leadership skills, he has led teams of customs officials and worked closely with stakeholders across various industries

Throughout his career, Adeniyi has fostered robust relationships with stakeholders, ensuring the efficient and effective movement of goods across borders.

Prior to his appointment, Adeniyi served as the Customs spokesman for almost two decades. In January 2017, he was redeployed to the Apapa Area Command as a Deputy Comptroller.

However, when talking about public relations and stakeholder engagement, few individuals stand out as exemplars of effective communication and relationship building.

Drawing from his rich background in public relations and years of experience in various communication roles, Adeniyi is one of these individuals.

Upon his appointment, he immediately commenced a journey of stakeholder engagement that offers invaluable lessons for PR professionals worldwide.

These principles form the foundation of Adeniyi’s leadership. For him, it’s not merely a strategy but a way of conducting business—a systematic process involving identifying, analysing, planning, and implementing actions designed to engage stakeholders effectively. This practice has proven to be transformative in his case.

Stakeholder management is often likened to a “silver bullet,” seen as a universal solution for organisational issues. However, the reality is more akin to using “silver buckshot.” This approach underscores the necessity for numerous interactions to comprehend the diverse needs and desires of everyone involved in a project or organisation.

Effective stakeholder engagement involves continuous discussions, active listening, and feedback. It serves as a tool for promoting transparency, building trust, ensuring well-informed and inclusive policies, conflict resolution, and enhancing decision-making processes.

Recognising the importance of varied perspectives, Adeniyi has actively interacted and collaborated with stakeholders, acknowledging the need to understand the multifaceted dimensions and complexities of each stakeholder group.

His approach involves meticulously compiling comprehensive lists of stakeholders, ranging from government organisations to industry groups, terminal operators, security agencies, port authorities, and many others.

His proactive efforts include regular interactions, hosting events, and conducting visits to various stakeholders. These engagements serve as a foundation for building stronger relationships and understanding the distinct needs and challenges of each stakeholder group.

By tailoring strategies and initiatives to address these unique needs, he has fostered a more cohesive and cooperative environment, ensuring that the Service is aligned with the diverse requirements of all involved parties.

Adeniyi’s ascension in the field of public relations was not an overnight occurrence. His career has been marked by the deliberate cultivation of strong relationships with stakeholders, both internal and external.

He understands that the efficiency and effectiveness of moving goods across borders rely not only on strict compliance but also on forging meaningful alliances.

Within his first week in office, he forged and rebuilt synergy with key stakeholders like the Nigeria Export Processing Zones Authority (NEPZA) and Oil and Gas Free Zone Authority (OGFZA) to discuss the state of trade in Nigeria and join forces to improve Nigeria’s Free Trade Zones Operations.

Aside this, the Customs chief’s visits to terminal operators and the port authority in Lagos exemplify a crucial aspect of stakeholder engagement.

He emphasised his willingness to collaborate with stakeholders to improve economic development.

Speaking at the event, he said: “Customs agents and importers play a very important role in the administration of the port and this is why we believe that we must regularly and periodically create a platform for engagement on issues.

“This is going to be a feature of our relationship with not just the customs agents but all stakeholders. We believe in partnership and that we can use innovation to drive the kind of change that we want to see.”

This openness and partnership cultivate a sense of mutual understanding and cooperation, setting the groundwork for a more effective and sustainable relationship between the Customs Service and all stakeholders involved in the port operations.

PR Lesson: The Customs chief’s dedication to continuous engagement with them fosters an environment where all stakeholders feel valued and heard, emphasising a culture of partnership, innovation, and collaborative problem-solving.

This inclusive approach is crucial for building trust and demonstrating genuine commitment to shared success and industry development.

The new customs chief’s leadership exemplifies the significance of transparency and open communication.

Trust and credibility are the bedrock of successful engagement. Adeniyi’s commitment to open and honest communication with stakeholders—both importers, exporters, and service officers—was evident.

In a meeting with the Nigerian Association of Chambers of Commerce, Industry, Mines, and Agriculture (NACCIMA), he reaffirmed his dedication to strengthening collaboration between the Service and stakeholders for the benefit of all Nigerians. He emphasised the importance of creating a shared vision for trade in Nigeria.

PR Lesson: A stakeholder-centric approach prioritises understanding and meeting the needs of the target audience.

Adeniyi’s efforts extend beyond corporate boardrooms and reach deep into the heart of border communities.

His engagement with traditional rulers in these regions highlights the significance of community relations in achieving national security and regulatory goals.

He spoke about considering the broader impact of their actions on local communities.

He pledged to review recruitment policies and enlist more persons from border communities into the service, showcasing his adaptability and commitment to effective enforcement strategies.

According to him, border communities are vital to security agencies in the discharge of their duties as regards national security.

Some may argue that it is too early to draw conclusions, but the steps taken so far have clearly shown that the president has once again made the right choice, and the ultimate winner, in the end, will be Nigeria.

PR Lesson: PR professionals should be adaptable and flexible in their strategies, adjusting to evolving circumstances while maintaining consistent policies and enforcement in dealing with policy reforms.

Adeniyi’s assumption as the CG Customs and his visits to Nigerian border states, such as Borno, Katsina, Yobe, and others, became a defining feature of his leadership. These visits not only showcased his commitment to improving customs operations but also underscored the importance of regional relations and stakeholder engagement in the context of border security and trade facilitation.

During his visit, he met with Governor Dikko Umaru Radda of Katsina state, utilising the opportunity to address his personnel in the state.

Addressing the officers at the border outstation, the CGC implored the personnel to sensitise the community about the rationale behind shutting the borders down.

This hands-on engagement demonstrated his leadership style and commitment to open communication with officers on the ground.

His understanding of the importance of stakeholder engagement is also evident while playing his with the Governor Mutfwang of Plateau State as a strategi state in Northcentral region.

During the engagement, Adeniyi forged a direct line of communication with a key stakeholder in the region which demonstrates his commitment to building partnerships with governors and other stakeholders nationwide to revitalize the Customs Service.

Adeniyi has made it clear that educating the public and stakeholders about customs laws and procedures is paramount. In his role, he acknowledges the importance of public education and sensitisation to prevent misunderstandings and non-compliance.

In his maiden press conference in Abuja, he read the riot act to economic saboteurs, insisting that the service could not afford to allow them to take over the economy.

The conference serves as a tool for establishing open and consistent channels of communication with the press and other key stakeholders in the economy, receiving firsthand feedback, and sharing information.

He disclosed that, as part of the critical first steps of his administration, the service will review procedures and processes in the ports and border areas and boost its enforcement strategies going forward.

PR Lesson: Effective communication and education can prevent costly misconceptions and promote smoother interactions with stakeholders.

Adeniyi’s commitment to improving customs stakeholders management is not just lip service. His approach aims to create a sense of ownership and stakeholder involvement within the service, strengthening the ties between the service and the communities it serves.

Speaking on the new legal regime, he said the service has been statutorily empowered to, among other things, administer and enforce the provisions of the Customs Act; collect and account for revenue from customs and excise; promote trade facilitation; prevent smuggling activities and carry out border enforcement; and do such other things as are necessary for or incidental to the performance of the function and duties of the Service under the Act.

He noted that, as a responsible institution, the service is not unmindful of the fact that Nigerians are not yet familiar with the provisions of the new legislation, particularly the procedures, processes, and stiff punitive provisions in the law.

“We are equally appreciative of the urgent need to sensitise the public on the provisions of this law to prevent the excuse of ignorance of the law, which is not a defence. The service will continue to sensitise and educate the public on the provisions of the law and customs procedures and processes”, he said.

Adeniyi’s leadership is committed to striking a balance between security and trade facilitation. His efforts are geared towards keeping borders safe and making revenue accountability leaner. This approach aligns with the broader objective of making Nigeria a conducive environment for business and trade.

With his stakeholder engagement strategy, he struck a balance when he met with the Chief of Army Staff, Lt Gen. Taoreed Lagbaja to combat the menace of smuggling and other border threats in Nigeria.

During the visit, he expressed the need for the two agencies to collaborate and improve their expertise in the areas of fighting against smuggling, counter-terrorism, intelligence, and extending humanitarian support to the public.

PR Lesson: Collaboration between agencies is essential for effective enforcement of customs regulations and the prevention of smuggling and other crimes. By engaging with these key stakeholders, the service can improve its expertise in these areas and better serve the public.

Adeniyi strides to sanitize the service and promote best practices in mitigating conflict and crisis management. He made a bold decision to disband the CGC’s Strike Force Team to avert the conflict. This move highlights his commitment to result-oriented anti-smuggling strategies while facilitating legitimate trade.

It sends a message that accountability and transparency are non-negotiable.

Despite the deactivation of these banks, the CG has implemented measures to minimize disruptions for importers and stakeholders within the trading ecosystem.

This careful balancing act between enforcement and stakeholder convenience is a lesson in responsible and pragmatic stakeholder management for PR professionals.

Adeniyi as the Comptroller General of the Nigeria Customs Service serves as a masterclass in stakeholder engagement for public relations professionals. His commitment to transparency, community engagement, and effective enforcement strategies offers essential lessons for those in the field of public relations.

As the customs boss continues to improve trade and security in Nigeria, his approach to stakeholder engagement stands as a beacon of best practices for all PR professionals to follow.

It serves as a reminder for professionals that building meaningful relationships, fostering open communication, and achieving a balance between competing interests are the cornerstones of successful stakeholder engagement.