Customs wins global recognition for PR strategy

The Nigeria Customs Service (NCS) has garnered global recognition for its innovative public relations (PR) strategy and stakeholder engagement approach, as evidenced by the recent award at the 2026 International Public Relations Association (IPRA) Golden World Awards in Athens, Greece. Comptroller-General of Customs, Adewale Adeniyi, received the prestigious Award of Excellence at the event.

The National Public Relations Officer of the NCS, Abdullahi Maiwada, disclosed the news in a statement, emphasizing that the recognition acknowledged the service's commitment to transparent communication, stakeholder engagement, and ethical PR practices. These efforts are pivotal in supporting the implementation and public comprehension of the NCS's ongoing reforms, particularly those aimed at modernizing Customs operations, improving trade facilitation, and enhancing institutional transparency.

Speaking after receiving the award, Adeniyi expressed that the honor was an international validation of the NCS's reform initiatives. He also highlighted that the award would spur the service to further integrate emerging technologies, notably artificial intelligence (AI), into public communication and stakeholder engagement. Adeniyi's vision envisions the NCS and other Nigerian agencies earning similar accolades by 2027.

Adeniyi underscored that effective communication is crucial for the success of government reforms, as citizens and stakeholders must understand the objectives, challenges, and benefits associated with these initiatives. The NCS's reform agenda is also aligned with President Bola Tinubu's economic policies, focusing on boosting trade competitiveness, facilitating exports, and enhancing Nigeria's participation in the African Continental Free Trade Area (AfCFTA).

The IPRA Grand Prix, awarded to Image Merchants Promotion Limited (IMPR) for its campaign "AI for Crisis Communication: From Study to Strategy," served as a notable highlight of the awards ceremony. This initiative, spearheaded by IMPR's CEO Yushau Shuaib in collaboration with the National Information Technology Development Agency and the Centre for Crisis Communication, delved into the challenges posed by AI-driven misinformation, deepfakes, and digital information disorder, ultimately translating these findings into a strategic communication plan.

IPRA President Esther Cobbah noted that returning to Athens was significant as the city was where the association developed its Code of Conduct for public relations practice 60 years ago. She emphasized that the 2026 gathering allowed for celebrating those who have applied ethical communication principles to achieve excellence in their work. Cobbah pointed out that this occasion offered an opportunity to reflect on the deployment of these ethical standards in contemporary public relations practice.