APRA 26th Annual Conference: Customs Calls for Data-Driven PR, as Nigeria Clinches Hosting Rights for 2026
The Nigeria Customs Service (NCS) reaffirmed its leadership in strategic public communication as it participated in the 36th Annual Conference of the African Public Relations Association (APRA), held from June 9 to 13, 2025, at the PrideInn Paradise Beach Resort in Mombasa, Kenya.
The conference, which also marked APRA’s 50th anniversary, was themed “Transforming Africa through Safe and Responsible Digital Communication.” The event brought together over 500 participants including communication scholars, corporate leaders, public sector representatives, and international partners from across the continent.
Representing the Nigeria Customs Service, its National Public Relations Officer, Assistant Comptroller Abdullahi Maiwada, delivered a compelling paper titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service.” In his presentation, Maiwada emphasized the strategic shift from assumption-based communication to data-driven public relations, highlighting how the NCS is using analytics to shape narratives, monitor public sentiment, and evaluate the impact of its communication strategies.
“Public relations has moved from the era of assumptions to a profession guided by evidence. At Nigeria Customs, we are applying data analytics not just to shape narratives, but to measure impact, evaluate stakeholder perception, and make informed communication decisions,” Maiwada stated.
He attributed these advancements to the visionary leadership of Comptroller-General of Customs, Bashir Adewale Adeniyi, MFR, under whom the Service has adopted global best practices in digital engagement and institutional branding. Maiwada also showcased the Service’s integration of real-time feedback tools, media intelligence platforms, and sentiment analysis into its communication ecosystem.
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“The future of public sector communication lies in our ability to listen, adapt, and engage purposefully. As gatekeepers of public trust, we cannot afford to be reactive. We must lead with clarity, backed by verifiable data,” he added.
A highlight of the conference was Nigeria’s successful bid to host the 2026 APRA Conference. The Honourable Minister of Information and National Orientation, Mohammed Idris, represented by the Director-General of the National Orientation Agency (NOA), Mallam Lanre Onilu, officially accepted the hosting rights on behalf of the Federal Government.
“Nigeria is deeply honoured by the confidence reposed in us to host APRA 2026. This is a historic opportunity not just to celebrate excellence, but to deepen our collective resolve to use communication as a force for good across the continent,” Onilu said.
Other notable speakers at the summit included APRA President Arik Karani, Immediate Past President Yomi Badejo-Okusanya, Global Alliance President Prof. Justin Green, WCFA President Maxim Behar, and NIPR President Dr. Ike Neliaku.
In a goodwill message, Esther Cobbah, President-elect of the International Public Relations Association (IPRA), encouraged African practitioners to unify the continent’s voice through credible, inclusive, and development-focused communication.
Dr. Neliaku also led a high-level panel session with a paper titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication.” He urged governments to invest in strategic communication infrastructure and emphasized that in the digital era, trust and reputation are Africa’s most valuable currencies.
The Nigeria Customs Service’s presence at the APRA@50 conference signals its deep commitment to professional excellence, transparency, and innovation in public engagement. As preparations begin for APRA 2026 in Nigeria, the NCS is set to play a leading role in shaping the continent’s future communication agenda—anchored in data, trust, and strategic storytelling.
By PRNigeria
