Appraising Adeniyi’s Strategic Media Engagements for Customs Transformation

Appraising Adeniyi’s Strategic Media Engagements for Customs Transformation

The first six months of former US President Barack Obama’s time in office were marked by a strong sense of déjà vu, in the way Americans perceived and heard from him.

The president repeatedly returned to the same communication tactics, and all the pages of his PR playbook had one thing in common: a significant dose of Obama.

His strategic media engagement was considered one of his favorite ways to convey his message. Within six months in office, he conducted more than a dozen town halls in eight states, including one streamed live from the White House and another in Strasbourg, France.

For the White House, these events played to Obama’s strengths. Americans adored how he delivered his speeches outlining his message without filters, and how he temporarily play the role of a Washington outsider while showcasing his enduring popularity.

The former first black US President spent a lot of time engaging with people about the issues he cared about, using the power of media engagement strategies. Meaning that thought leadership involves knowledge sharing, experience, and unique insights to provide value to the audience and influence their decision-making and its offers a platform for reaching wider audiences and gaining credibility.

Media relations in Public Relations is all about building relationships with members of the press. It typically refers to the mutually beneficial relationship between journalists and public relations professionals.

According to Obrien, a strategic PR expert, media relations is the systematic, well-planned, mutually cooperative relationship and company interactions with journalists and mass media reporters, including television, newspapers, and the internet.

Experts believe that media relations help build credibility, establish relationships, and manage crises.

It helps in shaping public opinion and influence how the public perceives an organization. Positive media coverage can lead to increased support from stakeholders, while negative coverage can have the opposite effect.

To develop a successful media relations strategy, organizations must establish their communication foundations, define their messaging, and model their approach based on their target audience and the appropriate media outlets.

In crafting the strategy, it’s essential to start by defining your organization’s mission, core values, goals, and what your target audience needs to know.

Establishing messaging involves determining key points, highlighting product or service benefits, showcasing your organization’s uniqueness, and finding ways to convey your message clearly and memorably.

Meanwhile, when modeling your strategy, consider who you’re trying to reach, where they can be reached, which media outlets will best connect with your audience, the type of content to use, and the frequency of communication.

For a government agency like the Nigeria Customs Service, tasked with the critical responsibility of securing the nation’s borders and facilitating trade, there has been a transformative thoughtful style under the leadership of Acting Comptroller-General of Customs, Bashir Adewale Adeniyi. One key element contributing to this transformation is the strategic use of media relations.

Since taking office on June 19, 2023, as the Acting CGC, he has embarked on an exciting journey to improve customs’ efficiency through international partnerships, cutting-edge technologies, including AI-driven solutions, and innovative initiatives that will shape the future of customs operations in Nigeria.

His collaboration with experts from around the world is aimed at making well-informed decisions that will advance trade facilitation, bolster security, and enhance operational effectiveness.

His 100-day expedition in office has underscored CGC Adewale’s unwavering dedication to unlocking the full potential of the NCS, which is founded on his policy agenda of fostering Collaboration, Consultation, and Innovation.

The Ag. CGC has harnessed the power of media relations to enhance the operations and image of the Service within his few days in office, while strengthening its relationship with the media.

The Media Relations Challenge

In this era of 24/7 news cycles, where information spreads faster than wildfire, managing media relations becomes an art in itself. Organizations need to position themselves at the epicenter of public interest.

Media helps organisation or a leader to grow in different ways. It’s important to identify key media contacts for regular communication about organizational activities. Managers should ensure the use of media coverage to its full potential.

Positive media coverage helps increase the importance of an area. As managers of organizations have an important responsibility to create strong relationships with the media and maintain effective communication with them. While managing and influencing public perception through the use of media to inform the public about an organization’s aims, rules, and practices in a favorable, consistent, and credible manner.

A Case Study of Bashir Adeniyi

Adeniyi understood the importance of forging alliances with the media. He didn’t shy away from the press; instead, he initiated open lines of communication. Prominent journalists and news outlets became his allies, ensuring that accurate information flowed both ways. Regular press briefings became the norm, giving journalists a firsthand look at Customs operations while dispelling misinformation at its source.

The Meeting that Set the Tone

A few days after assuming the helm of the Service, Adeniyi convened a meeting with Customs Area Controllers in Zone ‘A’ and the Guild of Editors in Lagos on Sunday, July 16, 2023.

This meeting laid the foundation for a more collaborative and transparent partnership between the customs service and the media.

During this meeting, Ag. CGC Adeniyi emphasized the remarkable progress made by the Nigeria Customs Service over the years and expressed the desire to solicit the support, guidance, and collaboration of the media.

He stated, “We will be open to collaborating with our partners in bringing more comprehensive reports to let Nigerians know what our challenges are, what the gaps are, and what we can do to bridge those gaps to improve border security and, generally, Nigeria.”

This statement reflects a commitment to transparency and a willingness to work hand-in-hand with the media to inform the public about the challenges and successes of the Service. It also demonstrates a recognition of the media’s role as a vital conduit of information to the Nigerian people.

Ag. CGC Adeniyi’s proactive engagement with the Guild of Editors highlights the importance of media in shaping public perception and understanding of the customs service’s operations.

He observed that effective media relations can play an essential role in improving border security and overall national security.

By partnering with the media, the service can not only communicate its challenges but also seek public support and understanding. This collaborative approach can lead to informed public discourse and, ultimately, better policies and strategies to address border security issues.

Responding at the event, Eze Anaba, the President of the Nigeria Guild of Editors, aptly characterized Adeniyi’s approach as a “refreshing development.”

He assured him of support from the association as an important tool for effective channeling and media engagement. He emphasized the positive impact of such interactions on behalf of his colleagues in the media.

This positive reception from is a testament to Adeniyi’s commitment to transparency and collaboration with the media. It also reflects a shared vision of enhancing the service’s image and operations through effective media relations.

Dinner with PR Officers and Maritime Journalists

Ag. CGC Adeniyi’s engagement with the media did not stop at the Guild of Editors. He also had dinner with Public Relations Officers in Zone ‘A’ and maritime journalists in Lagos Ikeja. This holistic approach demonstrates his dedication to building a broad network of communication and collaboration.

During these interactions, he reiterated his commitment to an open-door policy and stressed the importance of cooperation and partnership in steering the affairs of the Nigeria Customs Service.

His statement, “I will open my doors to you; it’s going to be an open governance system; you will have the opportunity to contribute, to check the directions in which the customs would go while I am in charge,” he said while he highlights his vision for inclusive governance and media involvement.

In this tale of leadership, Adeniyi adopted a novel approach to media relations. Instead of shunning the press, he embraced it. He recognized that forging alliances with prominent journalists and news outlets was not a weakness but a necessity. It ensured that accurate information flowed both ways. Regular press briefings became more than a routine; they were a lifeline, giving journalists an inside look at Customs operations while eradicating misinformation at its source.

A significant achievement of the Acting Comptroller-General’s leadership is the reinvigorated collaboration with the Federal Ministry of Transport to address the issue of port congestion. This collaboration became evident when the Permanent Secretary of the Ministry of Transportation, Magdalene Ajani, and her team visited the Customs Headquarters in Abuja on July 6, 2023, to reaffirm their commitment to partnering with the NCS.

During the meeting, Adeniyi emphasized the urgency of implementing policies aimed at creating sufficient space at the ports.

This approach aligns with his vision of efficient and streamlined customs operations. The Permanent Secretary, in turn, assured the CGC that the overtime cargo disposal committee was diligently working to implement policies aimed at decongesting the nation’s four major ports. She emphasized the significance of a sensitization exercise among stakeholders and members of the ports community, highlighting the forthcoming positive impact.

Adeniyi’s Visitation to PRNigeria

In addition to changing the narrative of the service, which has left no one in doubt of his commitment since his appointment as Customs’ boss, his visit to the media and public relations firm, PRNigeria‘s Abuja office, was also commendable.

He acknowledged the firm’s fact-check reports that have somewhat influenced how his organization engages with followers on social media.

His words: “I guess I should have made my relationship with PRNigeria an integral part of my PR strategy.

“You know, there is no PR practitioner that knows it all, and if you are talking about an award-winning master strategist, the name of Alhaji Yushau Shuaib readily comes to mind.

“Indeed, there are a lot of things we can learn from him, and there are also a lot we can benefit from working together, as mutual partners in progress.”

He also discussed the service’s plan on border control during the visit.

Another critical area where the Acting Comptroller-General has leveraged media and consultation is in matters of national security. The porous nature of Nigeria’s borders poses a significant challenge, particularly with regard to smuggling, which has adverse effects on the country’s economy and security. In recognition of this, on July 11, 2023, Adeniyi paid a courtesy visit to the National Security Adviser, Mallam Nuhu Ribadu, in Abuja.

During the visit, the CGC stressed the necessity of a collaborative approach to tackle the menace of smuggling effectively. His proactive engagement with the NSA demonstrates his commitment to consultative leadership and the importance of securing the nation’s borders.

As seen in other developed nations, media has been deployed to develop new strategies to prevent potential migrants from trying to leave their places of origin in the first place. This is a “hearts and minds” approach that forms part of a repertoire of new border-control measures with direct communicative dimensions.

Adeniyi promised to collaborate with media as part of enhancing its cordial relationship with the media and other third-party stakeholders.

Complementing NSC’s Voice through Social Media

In this digital era, where social media wields immense influence, Adeniyi recognized its potential. He deployed more hands to manage the service’s social media pages, not merely as tools but as bridges to the public.

He encouraged his personnel to engage with citizens online, transforming an institutional façade into a human connection. He believed that trust grew with every tweet, and every comment.

A Legacy of Lessons

As the Customs helmsman counts his few days in office, his legacy transcends the confines of the Service. It becomes a testament to the transformative power of effective media relations. His leadership transformed the Service into not just a symbol of security but a beacon of transparency and accountability.

His journey with the NSC stands as an epic tale of how effective communication can change the narrative. His legacy is not a fading chapter; it is a timeless story, a blueprint for leaders navigating the turbulent waters of modern media.

Kabir Abdulsalam, a Senior Staff Writer with PRNigeria can be reach via: [email protected]