Event Management as Brand Builder in Customs

Event Management as Brand Builder in Customs
By Abdulraheem O. Abdulraheem

In today’s information-driven world, Public Relations (PR) plays a pivotal role in shaping an organization’s perception. Among the various PR tools available, event management has emerged as one of the most powerful strategies for engaging stakeholders, the media, and the general public. This approach is essential for building trust and promoting transparency.

A compelling example of how event management can effectively drive a successful PR strategy can be found in the leadership of Wale Adeniyi, the Controller General of the Nigeria Customs Service (NCS). Adeniyi is a visionary public strategist and a paragon of public relations excellence.

Alhaji Bashir Adewale Adeniyi was conferred the national honor of Member of the Order of the Federal Republic (MFR) by former President Muhammadu Buhari on October 11, 2022. He was subsequently confirmed as the Controller General of Customs by President Bola Ahmed Tinubu, on October 19, 2023. His tenure is governed by the existing provisions of the Public Service Rules (PSR).

Under Adeniyi’s leadership, the NCS has emphasized transparency, efficiency, and innovation. He understands that, to build a more prosperous Nigeria, the NCS must not only focus on revenue generation and border protection but also effectively communicate its vision and mission to the public.

To achieve this goal, event management has played a crucial role in aligning the NCS’s objectives with public perception. Event management encompasses the planning, organization, and execution of events aimed at achieving specific PR objectives. It allows organizations to showcase their mission, vision, and accomplishments in a controlled and impactful manner, as exemplified by CG Wale Adeniyi’s recent “100 Days in Office” event documented in the book authored by Kabir Abdulsalam and Mariam Umar.

“Event management has become an integral part of his Public Relations strategy at the NCS, helping to highlight the agency’s achievements, address challenges, and communicate the path forward under his leadership,” the authors note. Adeniyi believes firmly in the power of event planning as a cornerstone of public relations, making it a fundamental aspect of the NCS’s communications strategy.

One of the key benefits of event management in PR is its ability to foster relationships with the public, deliver strategic messages to target audiences, and execute successful events that showcase the value proposition of brands and organizations. These aspects have been vividly demonstrated in Adeniyi’s initiatives.

The NCS has successfully organized numerous events aimed at engaging government officials, industry leaders, business owners, and the media. Notable among these is the recent World Customs Organization (WCO) workshop held in early October 2023, which focused on development for officers. Such events have not only promoted the NCS’s brand but also facilitated the building of strong relationships with stakeholders.

Highlighting significant media coverage of Comptroller General Adewale Adeniyi’s effective use of event management to promote the NCS, he recently visited the headquarters of Huawei, a renowned information and communications technology company in Shenzhen, China, for the 6th Global AEO Conference. During this event, he discussed opportunities embedded in the Nigeria Customs Service Trade Modernization Project, which received extensive media attention.

The ogistics management, stakeholder engagement, branding and visual identity, and crisis management.

The NCS has ensured that its events reflect the organization’s visual identity, leveraging media coverage to promote its activities and reach a broader audience while preparing for potential crises.

In conclusion, event management serves as a powerful core tool in Public Relations, complementing other strategies such as improving stakeholder engagement, building media relations, writing press releases, utilizing social media, managing crises, lobbying decision-makers, redefining corporate social responsibility, managing reputation, producing in-house publications, sustaining employee relations, and monitoring the media.

Wale Adeniyi’s leadership exemplifies how well-executed event management can enhance an organization’s PR strategy, build brand value, and strengthen public trust. His strategic approach sets a benchmark for how PR and event management can work synergistically. The initiatives led by PR Nigeria further demonstrate the effectiveness of professional public relations practices, paving the way for productivity in strategic planning, event management, and crisis management, as seen in the exemplary framework established by CG Wale Adeniyi.

Abdulraheem Olanrewaju Abdulraheem
Fellow, PR Nigeria Young Communication Fellowship 2024
[email protected]