CG NCS, task Public Relation Officers to ensure effective communication,stronger relationship
Kola Oyelere Kano
The Controller General ( CG),of the Nigeria Customs Service (NCS)Bashir Adewale Adeniyi,has called on Public Relations( PR) Officers of the NSC to ensure effectiveness of communication and fostering stronger relationships between the Service and the public.
He made this known on Monday,
during a strategic workshop organized for Customs Public relations officers held at Bayero University Kano.( BUK)
However,in his opening address, the Controller General of Customs, represented by the Acting Deputy Controller General, Timi Bomodi, underscored the critical importance of effective communication.
According to him,”In today’s world, the role of public relations officers is as vital as the actions of the institution itself adding that PR officers don’t just communicate – they interpret, contextualize, and give meaning to institutional actions,”.
He then emphasized that as the NCS continues to modernize and align with global best practices, PR officers play a crucial part in maintaining public trust, which is essential for the institution’s reform agenda.
Adding that the Public relations is no longer just about communicating; it’s about building trust, promoting transparency, and addressing misinformation.
He however noted that ” in an era defined by digital platforms and AI, PR officers must be agile, tech-savvy, and adept at using modern tools to shape public discourse.”
Speaking at the occasion,the Vice Chancellor Bayero University Kano
Professor Haruna Musa welcomed the initiative, describing the workshop as both timely and essential.
He encouraged attendees to take full advantage of the opportunity to refine and adapt their public relations strategies, stressing that their work goes far beyond ceremonial functions.
“PR officers are the key architects in shaping the narrative of the Nigeria Customs Service. Your work is crucial to how the public perceives us,”.he said
These reforms, however, cannot be sustained without trust. Trust is built not only by enforcing laws, but also by communicating clearly, consistently, and readily.
This is the central beauty of our public relations officers, and they must be equipped to communicate the objectives of our policies, explain the rationale for our actions, and listen actively to the concerns of stakeholders.
In today’s interconnected world, where a single message can go viral in minutes, our PROs must also master digital platforms.
Our PROs must also learn to master how to combat disinformation and promote transparency as a standard practice.
Also ,the state governor Alhaji Abba Kabir Yusuf,who spoke through his Director-General of Media and Publicity Comrade Sunusi Bature Dawaki Tofa, , lauded the workshop as a crucial step toward strengthening the public relations profession.
He stated that ” Public relations professionals carry a significant responsibility, We must all work together to provide the necessary resources and backing to ensure that the profession’s impact continues to grow”.
The workshop’s focal theme, “Beyond Masters of Ceremonies”, sought to challenge outdated views of PR officers as mere event coordinators. it highlighted their evolving role at the heart of policy development, reputation management, crisis handling, and stakeholder engagement.
He therefore noted that ” Is a bold and necessary call to reimagine our role as not ceremonial facilitators, but strategic thinkers and institutional leaders.
Public relations has evolved far beyond the ring and protocol and press release or press statements in today’s world where perception often shapes the reality. The public relations officer is no longer a background figure.
We are now central to the architectural design of trust and reputation management.
The design of reputation and sustainability of institutional growth is our cardinal role, not just about communication, but communication results that create influence, insight, and impact for the people we serve.
Yes, despite the importance of this work, the responsibilities of sole persons remain one of the must-be-done jobs.
It is handling by professionals who are rarely recognized for their excellence, but always blamed for any incidental or accidental mistakes. In public relations, everyone thinks he is an expert. Everyone feels he can provide a solution to an issue at a stage.
But let us ask, when an engineering design is being discussed, only engineers are allowed to talk. When architectural design is being discussed, only architects are being invited to speak. But in public relations, everyone feels he is an expert.