Moulding Public Perception Via Event Management: The Customs’ Examples

Moulding Public Perception Via Event Management: The Customs’ Examples

by Kabir Abdulsalam,

“Today, we do more than just envision change; we celebrate the tangible strides we have taken in shaping the destiny of the Nigeria Customs Service” -Bashir Adewale Adeniyi

The above was the opening remarks of Comptroller General of the Nigeria Customs Service (NCS) at a Press Conference to mark his First 100 Days in Office. He pointed out that his mission from day one had been rooted in a clear and inspiring vision, one that revolves around the principles of consolidation, collaboration, and innovative solutions.

Over the 100 days, he witnessed firsthand the dedication and resilience of the men and women of the Nigeria Customs Service. Together, they embarked on a journey to reshape the future, united in their mission to build a better Service.

At that event which was widely reported by the media, he shared the challenges, accomplishments and the path forward towards building a more prosperous Nigeria.

This succinct and engaging address aptly captures the essence of the 100-day event and relates to event management in Public Relations by focusing on the key messages, audience engagement, and the importance of the occasion.

It emphasizes the milestones achieved, the vision for the future, and the collective efforts of the Nigeria Customs Service, while maintaining a professional and captivating tone.

It is imperative to recognize that events like these are not just significant in their own right but also hold a special place within the realm of event management and public relations.

So how does such a moment reflect the fundamental principles of successful event management and PR with a keen consideration of Strategic Planning, Audience engagement, messaging, evaluation and building relationships?

Understanding Event Management

Event management has become an integral thread in the fabric of public relations. Undoubtedly, meticulously crafted and executed events have the capacity to shift perceptions, capture headlines, and stir the collective consciousness of the audience. The true architects behind these moments are the masters of event management, who orchestrate gatherings that transcend mere meetings.

They are the stewards of strategic planning, working behind the scenes to craft narratives, connect with stakeholders, and propel organizations and leaders toward their goals.

Event management is a critical component of PR. PR professionals use events to build relationships with key stakeholders, promote their clients’ brands, and generate positive media coverage. In PR, event management is not just a nice-to-have, but a must-have.

PR and event management are two interrelated skills that can help build and maintain a positive reputation for a brand, organization, or cause. As PR involves creating and delivering strategic messages to target audiences, event management involves planning and executing successful events that showcase the value proposition and engage stakeholders. Both skills require creativity, communication, and coordination, as well as a keen understanding of the goals, context, and resources.

Event management is a multifaceted discipline that involves the planning, execution, and evaluation of events to achieve specific objectives, whether they are corporate, social, cultural, or governmental. It is a strategic approach to organizing and overseeing events, with the primary goal of creating a memorable and meaningful experience for participants, while achieving the desired outcomes.

However, the success of any event largely depends on effective PR strategies, while event management can also be an important component of PR efforts.

However, when talking about event management in PR, no case study better exemplifies the transformative power of event management in PR than the assumption of the Acting Comptroller General of Customs, Bashir Adewale Adeniyi.

Adeniyi understood that to tell a compelling story, one must first create the scenes and settings in which that narrative can thrive. Within a short time in office, his journey at the helm of the Customs Service masterfully provides a shining example of the transformative power of event management. Upon assumption, he recognized the critical role that events play in shaping public perception and advancing the mission of the Service.

The events hosted during Adeniyi’s the initial 100 days in office are more than just gatherings. They are carefully orchestrated occasions, each contributing to the larger narrative of effective PR efforts in a dynamic and challenging context.

From capacity-building workshops to international collaborations, each event serves a distinct purpose in reinforcing the Service’s mission and fostering trust, and cooperation among stakeholders. Adeniyi’s case study demonstrates that effective event management is not just an accessory to PR, but its linchpin.

Meanwhile, going back to the tip-off of the above speech we can learn that Adeniyi’s speech reflects these below points.

Event Design

Event management begins with a well-crafted strategy that defines the event’s purpose, sets clear objectives, and identifies the target audience. Strategic planning also includes budgeting, resource allocation, and risk assessment.

Consider external factors such as international reputation, the competitive landscape, and the media environment to ensure that PR and event management activities align with your desired outcomes.

One of Adeniyi’s notable events was the launch of the WCO development workshop for officers in early October, which focused on capacity building and demonstrated Nigeria’s commitment to improving the skills and knowledge of Customs officers.

The workshop was strategically organized in collaboration with the World Customs Organization (WCO) and held at the Wells Carlton Hotel in Asokoro, Abuja. The choice of hotel was also considered to depict international recognition and strengthen the agency’s workforce, sending a positive message to the international community about Nigeria’s dedication to customs excellence.

Logistic and Operation

Logistics and operations are the hidden engine of event management, enabling a seamless experience from vendor coordination to technical execution. In strategic event management, logistics is paramount, underpinning the entire experience and allowing for the seamless flow of activities and interactions.

CGC Adeniyi’s leadership provides a notable case study of the significance of logistics and operations. He hosted a crucial two-day working meeting with the Director-General and senior officials of the customs service of Benin Republic to discuss a pivotal plan that would soon allow Nigerian importers to clear their goods from the ports in Cotonou.

These negotiations involved not just strategic dialogue but also the intricacies of logistics and operations. Adeniyi and his team considered various factors, including customs procedures, transportation, and infrastructure, all critical components of the logistics chain. The successful execution of this plan depended on efficient operations, collaboration between nations, and effective communication of logistical details.

Similarly, Adeniyi’s also met with strategic partners like Japan International Cooperation Agency (JICA) aimed to garner support for the establishment of a customs laboratory, to enhancing customs operations and trade facilitation across Nigeria.

The laboratory would be a testament to how logistics and operations intersect with innovative technology, scientific methodologies, and efficient data management, all of which are vital in enhancing the customs sector.

This becomes the bedrock upon which strategic event management can drive real change, transforming how Customs operate, facilitate trade, and build trust in systems both domestically and internationally.

Marketing and Promotion

Marketing and promotion are the linchpins of success. A notable instance from Adeniyi’s first 100 days in office is the World Press Conference that commemorated this significant milestone.

For a public service institution like the Customs, effective event promotion is indispensable for achieving its objectives. This event demanded a strategic and multi-faceted approach to marketing and production to ensure its triumph.

Under Adeniyi’s watch, his event managers executed a mix of marketing strategies, engaging stakeholders through social media campaigns, public relations initiatives, and direct targeting to foster widespread awareness and interest among a diverse audience.

The effectiveness of promoting this event wasn’t solely about numbers; it was about engaging the right stakeholders, including the press, government officials, and the public, and ensuring they were well-informed about the Service’s accomplishments and future plans.

Consequently, the Conference emerged as a platform to not only mark a milestone but also to set the stage for the ongoing narrative of the Service. This emphasises the role of marketing and promotion in event management, facilitating enhanced attendance, participation, and influence.

Registration

The importance of registration and pre-invitation cards is evident at the Service Regimental Dinner, a high-profile event in Lagos that featured senior officers from across the military and paramilitary. Guests and Officers arrived in their ceremonial regalia, creating a vibrant scene.

Registration and pre-invitations were essential for entry, streamlining the check-in process and providing valuable data for post-event analysis. Beyond the logistical benefits, the Regimental Dinner served as an expression of appreciation for officers’ dedication and hard work, fostering a positive work environment and instilling loyalty.

This event accentuates the crucial role that registration systems play not only a smooth entry but also the overall success of the event.

Stakeholder Engagement

In the context of Customs and its mission to safeguard national boundaries, building relationships with key security agencies is paramount.

Adeniyi’s familiarization visit to the Department of State Services (DSS), and other security agencies stressed his commitment to countering the detrimental impacts of smuggling and arms proliferation within Nigeria boundaries.

Event managers, like Adeniyi, recognize the significance of establishing and nurturing these relationships to ensure a cohesive effort that propels the event toward success.

In separate meetings with figures like DSS boss Yusuf Magaji Bichi, National Security Adviser, Nuhu Ribadu, Chief of Army Staff Taoreed Lagabaja, and others, the emphasis on stakeholder engagement serves as the cornerstone of effective event management, demonstrating the power of collaboration in achieving common goals.

Hosted and Visited State Governors

Adeniyi’s hosting and visitation to Nigeria border states governors, such as Borno, Katsina, Yobe, and others, became a defining feature of his leadership. These visits not only showcased his commitment to improving customs operations but also underscored the importance of regional relations and stakeholder engagement in the context of border security and trade facilitation.

During his visit, he met with Governor Dikko Umaru Radda of Katsina state, to emphasised the federal government position for border closure during Nigerien junta, while also use the opportunity to address his personnel in the state.

Addressing the officers at the border outstation, the CGC implored the personnel to sensitize the community about the rationale behind shutting the borders down. This hands-on engagement demonstrated his leadership style and commitment to open communication with officers on the ground.

Meanwhile, these events illustrate the customs’ willingness to collaborate with state governments, promoting synergy and cooperation for better service delivery.

Risk Management

In event management, the critical role of risk management cannot be overstated. It entails identifying potential risks and crafting contingency plans to mitigate unexpected challenges that could derail an event.

This encompasses a wide range of considerations, such as weather-related disruptions, technical hiccups, security concerns, and unforeseen incidents that may surface during the course of an event.

Adeniyi’s approach indicates this focus on risk management. This is evidently displayed when he visited strategic border locations like Idiroko in Ogun State, a vital gateway for trade and national security and during enforcing compliance with border closure directives of ECOWAS at border communities with Niger Republic, the strategic assessment of risks is evident. The formation of security force in case of any attack were considered.

Additionally, the organization of the passing out parade for 951 junior officers at the Nigeria Customs Training College in Kano further reflects his commitment to risk management.

Kano, a commercial hub in Northern Nigeria, as the location was strategical chosen which was as a practical backdrop for addressing potential risks, including the safe handling of weapons and ammunition by personnel.

These actions reveal that risk management is not just a theoretical concept but a tangible and indispensable facet of effective event management.

Sustainability and Social Responsibility

In recent years, event management has also embraced the principles of sustainability and social responsibility. Many events aim to minimize their environmental impact by implementing eco-friendly practices and supporting local communities. These efforts contribute to the event’s overall image and its impact on the world.

One exemplary initiative undertaken by the CCG was a visit to Customs Primary School, Barnawa, in Kaduma state as part of his efforts to promote education through the Customs’ Social Program.

During his visit, he assessed the condition of the school with the intent to renovate it. This act reflects the commitment of the NCS, under Adeniyi’s leadership. This act extended beyond a cursory inspection, demonstrating a profound commitment to fostering a conducive environment for teaching and learning.

Similarly, the Custom chief extended his support to Dorian Home in Akure, Ondo State, an orphanage home for charity and social development. He emphasized the NCS’s responsibility to support and assist communities where they operate.

He noted that NCS will be committed to provide the Home’s the need for financial and logistical assistance owing to its capacity to accommodate almost a thousand children.

The synergy between sustainability and social responsibility in event management, as reflected in his leadership, is not just a nod to current trends; it is a commitment to lasting change. These acts reverberate well beyond the event itself, demonstrating how meaningful social engagement has become the heart of modern event management.

On-Site Management

On the day of any event, the orchestration of a seamless experience falls squarely into the hands of event managers. This fundamental responsibility applies not only to events but is reflected in the strategic decisions of leaders.

Adeniyi’s approval of the appointment and redeployment of senior officers within the Service serves as a crucial illustration. This move is not just a response to statutory retirements; it’s a strategic deployment of essential event management tools, designating the right personnel for on-site management within the service’s various Area Zones.

These senior officers shoulder the critical task of overseeing staff, managing the schedule, addressing unexpected challenges, and ensuring operational efficiency, including the coordination of speakers.

Consider, for instance, the appointments of Florence Nanu Ogar-Modey and Queen Ogbudu, both Comptrollers, who were entrusted with the roles of Acting Assistant Comptroller Generals for Training and Doctrine Command (TRADOC) and Zonal Coordinator for Zone B, respectively.

These are more than mere personnel movements; they represent a strategic deployment of expertise and leadership for effective on-site management while redeployment of Comptrollers like Jaiyeoba Jide, Dera Nnadi, Timi Bomodi, Ahmed Abe, Babandede Mohammad, and others were entrusted with new responsibilities in various Customs formations.

These appointments encompass the vital task of overseeing and managing events on the ground, including the intricate coordination of logistics and staff. It emphasizes the role of on-site management as the cornerstone of successful event execution, where every detail matters and the right personnel make all the difference.

This case study illustrates how the concept of on-site management isn’t just an event day formality; it’s a well-thought-out strategy that ensures every event unfolds with precision and excellence.

Collaborative Trade Facilitation with Nigeria Port Authority

This event synergies collaborative trade facilitation with the Nigeria Port Authority as an ongoing efforts to streamline and enhance trade facilitation processes. It brought together key stakeholders, including port authorities, government agencies, and the business community, to discuss and implement measures aimed at improving the efficiency and effectiveness of customs procedures.

It underscored the Service’s commitment to promoting a conducive business environment and boosting economic growth through smoother trade operations. As a platform for dialogue and cooperation, the event allow stakeholders to share insights and strategies for optimizing trade facilitation.

Undoubtedly, this event serves as an exemplary instance of how event management can serve as a platform to not only inform, but also shape the course of public perception.

These among other are some of the event hosted and managed within the short stayed in office.

Evaluation

Meanwhile, to measure the success of these events, Adeniyi employed several key performance indicators (KPIs). These events orchestrated more endorsements from other stakeholders, including government agencies, industry partners, and international collaborators, as one of the clear metric of success. These endorsements indicated the Service’s growing influence and the recognition of its contributions to it core mandates.

Similarly, another vital KPI was the substantial increase in social media engagement. The surge in online conversations and interactions demonstrated a heightened interest and awareness of the Service’s activities. It reflected the ability of well-managed events to drive public interest, making them an invaluable tool in shaping public perception.

Undoubtedly, PR practitioners can learn firsthand case study from the resonance that events can create, how they can set the stage for grand narratives, and how these play a pivotal role in PR pracrices. They emphasize the effectiveness of the Service’s PR efforts under quality leadership.

However, Adeniyi’s leadership exemplifies the power of strategic event management to amplify organizational messages, foster trust, and drive change, ultimately making headlines news. His case studies of event management in PR illustrate the transformative potential of well-executed events.

From these analysis, each event serves a unique purpose, as some are meant to improve internal capabilities, building relationships with stakeholders, or enhancing the organization’s image. They resonate to moulding public perception in achieving the Service’s mandate and fostering trust and collaboration with various stakeholders.

Kabir Abdulsalam is a Senior Staff writer with Spokesperson’s digest, can be reach via [email protected]