Customs, NIPR and the “New Order” of Strategic Communication
By Abdulsalam Mahmud,
There is a silent revolution happening in Nigeria’s public sector, and it is one that is being driven not by policies alone but by the power of communication. In today’s governance landscape, the ability of institutions to connect meaningfully with the public has become just as important as their ability to perform.
Communication is no longer a back-office function. It is now a frontline responsibility, central to how public trust is built and sustained. For many years, public service in Nigeria was cloaked in cold bureaucracy.
Officials spoke in technical tones, often alienating the people they were meant to serve. But things are beginning to change. The language of governance is becoming more human. Institutions are gradually waking up to the realisation that how they speak is as important as what they do.
This growing awareness has brought public relations into sharper focus. Once dismissed as a mere publicity tool, the discipline is now being recognised for what it truly is — the bridge between government and the governed. Public relations is not just about crafting messages.
It is about building relationships. It is about creating understanding. It is about giving a human face to government action. No organisation in our dear country has been more consistent in championing this philosophy than the Nigerian Institute of Public Relations (NIPR).
The Institute has for decades advocated for strategic communication to take its rightful place in public administration. It has argued, rightly, that without effective communication, even the best policies can fail.
The NIPR has pushed for professional standards and ethical conduct in the field, while also mentoring a new generation of communication experts who understand that integrity is the soul of public relations. That advocacy is beginning to bear fruit.
A growing number of public institutions are now embracing the need for transparency, clarity and connection in their dealings with citizens. Among the most remarkable examples is the Nigeria Customs Service (NCS), which has begun to demonstrate a refreshing commitment to professionalism in public communication.
Three weeks ago, the National Public Relations Officer of the Nigeria Customs Service, Assistant Comptroller Abdullahi Maiwada, led a team of Customs PR officers to the FCT Chapter of the NIPR in Abuja. It was not just a routine visit. It was a clear statement of intent.
It signaled the Customs Service’s desire to move beyond token gestures and embrace full-scale institutional collaboration. It was a moment that reflected vision, maturity and strategic thinking. In his remarks, Maiwada made it clear that under the leadership of Comptroller-General Bashir Adewale Adeniyi, the Customs Service is undergoing a transformation.
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No longer content with working behind the scenes, the agency is now positioning communication as a vital instrument of national engagement. He noted that the PR Unit he leads is made up of vibrant and committed officers who have the full backing of the CGC to represent the Service with excellence and integrity.
Responding to the delegation, the Chairman of the NIPR FCT Chapter, Stanley Ogadigo, expressed appreciation for the visit and praised the new direction of the Nigeria Customs. He spoke warmly about the CGC Adeniyi’s openness and the Service’s recent efforts in embracing strategic communication.
More than just words of commendation, Ogadigo offered concrete partnership opportunities. He pledged the Institute’s readiness to support the Nigeria Customs in areas such as capacity building, joint advocacy campaigns and public enlightenment. The meeting was robust and forward-looking.
Both sides explored areas where synergy could produce lasting impact. From professional development workshops to collaborative research and joint media initiatives, the conversations were rich with possibilities. What stood out most was the shared understanding that communication is not a luxury but a necessity in modern public administration.
In a society where misinformation spreads easily and public trust is often thin, institutions that take communication seriously are setting themselves apart. They are not just informing. They are engaging. They are not just broadcasting. They are listening.
And by doing so, they are helping to rebuild confidence in the government. The visit by the Maiwada-les Customs team to the NIPR was more than a ceremonial outing. It was a reflection of a new mindset. It was an affirmation that communication, when properly harnessed, can serve as a tool for unity, accountability and national development.
It was a moment that reminded everyone present that institutions do not exist in isolation. They exist within communities. And it is through communication that these communities are nurtured and sustained. What the Nigeria Customs has done by reaching out to the NIPR is to show leadership by example.
It has demonstrated that public institutions can be both professional and people-oriented. It has proven that service delivery is not complete without public engagement. As more institutions begin to walk this path, the culture of governance in Nigeria will gradually shift.
A shift from secrecy to openness. From rigidity to responsiveness. From noise to clarity. And in this shift, the citizens stand to benefit the most. Because in the end, no matter how strong an institution is, it cannot succeed without the trust of the people. And trust is built through consistent, credible and compassionate communication.
Mahmud, Deputy Editor of PRNigeria, can be reached at: [email protected].
