Bashir Adewale Adeniyi, Comptroller-General of Nigerian Customs Service, has directed Public Relations practitioners in the agency to effectively deploy their professional skills and expertise in a way that will ensure that the scale-up in the revenue collection function of the service is achieved.
He said that the PR practitioners must discharge the function in a way recognising the fact that not many people in Nigeria are ready to pay taxes, charging the practitioners to create ways and means that will make it a lot easier for the people to respond positively to the desire of the government, in the area of revenue collection.
Bashir stated this while flagging off a four-day Nigerian Customs Services 2025 PR Workshop with the theme: ‘Beyond masters of Ceremonies’ currently holding in Bayero University, Kano (BUK), northwest Nigeria.
The Customs ` CG, represented by Timi Bomodi, deputy-comptroller-general of customs in charge of Enforcement, at this occasion, said that the PR professionals must be able to balance the responsibility of boosting the government revenue collection, and make the citizens willing to pay.
“We are in the business of trade facilitation, and enforcement of the policies of the government, primarily, tax collection or revenue collection of the government. I’m sure a lot of us recognise that not too many people like to pay taxes. But we have to, you know, create ways and means that make it a lot easier for our group of stakeholders to respond to the needs of government.
“How do you place these two needs side by side and make it a lot easier for people, your stakeholders, to see things from your eyes, to appreciate the effort it takes to achieve these goals, satisfying the public, satisfying the government, and meeting the objectives of the service?
“It’s a difficult task, and it’s one that officers in our public relations groups have taken upon themselves. “The Public Relations practitioners in the Service are at the crossroads, and they are taking the fire for us, and we appreciate the efforts of these great officers”, he said.
Bashir noted with delight that the Public Relations Unit in the service had truly evolved, and is now in a period that can be described as a golden era in the Service, noting that the practices of PR had really matured.
“Those of us who had been privileged to serve in that unit before, today, know that it has improved tremendously, and I like to say a very big thank you to the Assistant Comptroller, Abdullah Emewada, who’s done a fantastic job thus far.
“I know that the job of PR practitioners is not just communicating with our stakeholders what the service does and what it intends to do, but to cultivate public trust for the mandates of the Service and the government.
“It is on this note that I warmly welcome you all to Bayero University, Kano, a citadel of learning with a rich legacy of scholarship, where the blending of theory and practice provides fertile ground for shaping the future of our profession. The Nigerian Customs Service operates at a critical moment of revenue generation, trade facilitation, and national security.
“Every decision, every operation, and every policy affects millions of Nigerians, the business community, and our regional and international partners. In such an environment, how we communicate is just as important as what we do. Our actions may speak, but it is the voice of public relations that interprets, contextualises, and gives meaning to these actions.
“That is why this workshop is not just a routine exercise, but a strategic investment in the future of the service. The theme of this workshop, Beyond Masters of Ceremonies, the Strategic Role of Public Relations Officers for Institutional Growth and Stakeholders’ Trust, is both timely and forward-looking. It challenges us to rethink the traditional perceptions of the PRO as mere announcers, moderators, or event managers”, he further said.
Bashir noted that the practice of PR is at the strategic heart of policy communication, reputation management, and stakeholder engagement, adding that PROs are the interpreters of customs policies to the public, the mediators in times of misunderstanding, the crisis managers during operational challenges, and the custodians of the services of this new age.
“As you are all aware, we are in a period of transformation. Our service is modernising operations, automating processes, and aligning with global best practices. 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.
“The work of a public relations officer is not without its challenges. You will face crises that test your judgment, criticism that questions your integrity, and moments of pressure where silence may seem safer than speaking. I’m sure a lot of us have faced those kinds of situations.
“But it is in these very moments that the professionalism of a PRO is most needed. You are not only expected to represent the institution, but also to preserve its dignity, maintain its credibility, and reinforce public confidence. This requires more than technical skills.
“It demands resilience. It demands foresight, emotional intelligence, and above all, an unshakeable commitment to truth. As the Consul General, I wish to assure you that the leadership of the Nigerian Customs Service recognises and values the important role of public relations in institutional growth.
“Communication is not an afterthought. It is a pillar of reform. For this reason, capacity building for our public relations officers remains a priority. This workshop is designed not only to enhance their technical knowledge, but also to sharpen their strategic thinking, broadening their understanding of media dynamics, nd strengthening their ability to align communication with the services brought about.
“I urge every participant here to approach this engagement with seriousness, curiosity, and an openness to innovation. I must also commend Bayero University for partnering with us in hosting this workshop. This collaboration symbolises the synergy between academia and practice. Their research and learning can inform the day-to-day demands of governance and institutional management.
“I encouraged participants to leverage on the setting to build bridges in the academic community because the future of communication lies in the interplay of scholarship and practise”, he concluded.
