Impactful PR: Lesson in Crisis Management By Sakinat Musa Abubakar

Impactful PR: Lesson in Crisis Management

By Sakinat Musa Abubakar,

In the ever-evolving world of international trade and border security, few roles are as critical as those held by the Nigeria Customs Service (NCS). Leading the charge is Bashir Adewale Adeniyi, who rose through the ranks to now become the Comptroller General of the NCS.

So far, his tenure has been marked by deft handling of crises, turning potential disasters into opportunities for growth. Through innovative crisis management and a commitment to transparency, Adeniyi has strengthened the NCS’ reputation while steering the agency through challenging times.

Adeniyi’s crisis management abilities have been tested repeatedly, from handling allegations of corruption to managing trade disruptions. His swift, strategic responses have mitigated potential fallout and showcased his unique brand of leadership.

CGC Adeniyi’s stint as the National Public Relations Officer, NPRO, of the Nigeria Customs laid the foundation for his approach to transparent communication. In the face of allegations regarding the NCS’s revenue transparency and integrity, he spearheaded over 200 press releases annually, consistently offering timely information and addressing public concerns head-on. By adopting an “open-book” policy, Adeniyi managed to stifle the spread of misinformation and kept the public informed, ensuring that trust in the NCS remained intact.

From the beginning, CGC Adeniyi’s crisis management strategy has been deeply rooted in collaboration. As NPRO, he worked closely with more than 50 trade associations, civil society organizations, and government bodies to ensure that the NCS’s crisis responses were inclusive and holistic. His partnership with relevant authorities, for instance, helped the NCS implement safety measures without disrupting vital trade flows—demonstrating that effective stakeholder engagement can be the difference between crisis and recovery.

Adeniyi also understood the power of social media as a platform for crisis response and reputation management. Under his watch, the NCS’ social media presence ballooned, allowing for rapid, real-time updates. This digital-first approach proved especially valuable during moments of controversy, such as when the NCS faced corruption allegations. By showcasing the agency’s successes—such as the recovery of ₦16 billion through financial audits—Adeniyi used social media to combat negative narratives and reinforce the NCS’s commitment to integrity.

Preparedness is often the dividing line between effective and ineffective crisis management. CGC Adeniyi recognized this and implemented comprehensive crisis simulation training for over customs officers. By engaging officers in realistic crisis scenarios, he ensured that the NCS was well-equipped to handle emergencies efficiently, whether it was a border incident or a public relations challenge. This foresight minimized the operational disruptions that could have otherwise eroded public trust.

In addition to handling crises as they arise, Adeniyi has focused on building a proactive reputation management strategy. His public awareness campaigns, which have reached over millions of Nigerians, serve to educate the public on customs operations, emphasizing the role that citizens can play in upholding the law. These initiatives have not only bolstered public confidence but have also fostered a more cooperative relationship between the NCS and the populace it serves.

To address the critical issue of revenue leakage, Adeniyi launched the “Revenue Recovery Initiative,” resulting in a 40% increase in revenue collection within six months. The initiative demonstrated how timely crisis management, combined with robust stakeholder engagement, can generate transformative results.

Adeniyi’s leadership strategies closely align with the principles detailed in “Impactful Public Relations in Customs Management,”  authored by Kabir Abdulsalam and Maryam Umar Na’Allah. The authors emphasized the importance of effective communication, preparedness, and stakeholder involvement—each a hallmark of Adeniyi’s approach. Pages 68-78 of the book specifically explore how public relations can be used to navigate and mitigate crises, underscoring the need for transparency and proactive reputation management—two areas where Adeniyi excels.

Concluding, it is germane to assert that CGC Wale Adeniyi has transformed the Nigeria Customs into a model of resilience, transparency, and growth, even in times of crisis. From his days as NPRO to his current role as Customs’ Comptroller General, Adeniyi’s leadership offers a blueprint for crisis management in public institutions. His use of transparent communication, stakeholder engagement, social media, and proactive reputation management has set a new standard—not just for the NCS but for government agencies across Nigeria.

As Adeniyi continues to lead, his strategies will likely serve as a guiding light for future leaders who understand that in every crisis lies the potential for transformative growth and increased public trust. He has proved that when handled strategically, crises can become catalysts for innovation and efficiency.

Sakinat Musa Abubakar is a 2024 PRNigeria Young Communication Fellow, can be reach via: [email protected]