Customs Spokesperson Advocates Data-Driven PR as Nigeria Set to Host APRA 2026

…Maiwada Champions Analytics in Public Sector Communication at APRA 36th Annual Conference in Kenya

The Nigeria Customs Service (NCS) has reinforced its role as a pacesetter in institutional communication and strategic public engagement at the 36th Annual Conference of the African Public Relations Association (APRA), which also marked the association’s 50th anniversary.

The landmark event, held from 9th to 13th June 2025 at the PrideInn Paradise Beach Resort, Mombasa, Kenya, convened more than 500 delegates from across the continent and beyond.

Themed “Transforming Africa through Safe and Responsible Digital Communication”, the conference drew participation from communication scholars, corporate leaders, government officials, and international stakeholders.

Discussions centred on the evolution of public relations in Africa and the imperative of adopting forward-looking strategies for the next half-century.

Representing the Nigeria Customs Service at the event, Assistant Comptroller Abdullahi Maiwada, the National Public Relations Officer of the Service, delivered a compelling paper titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service.”

In his presentation, Maiwada emphasised the significance of integrating data analytics into communication strategies within public institutions.

“Public relations has moved from the era of assumptions to a profession guided by evidence,” he asserted. “At Nigeria Customs, we are applying data analytics not just to shape narratives, but to measure impact, evaluate stakeholder perception, and make informed communication decisions.”

Maiwada further noted that under the leadership of Comptroller-General Bashir Adewale Adeniyi, MFR, the NCS has embraced a proactive and digitally compliant communication approach.

He cited the use of sentiment analysis, real-time feedback systems, and media intelligence tools as central to the agency’s PR framework, aimed at fostering transparency, credibility, and citizen trust.

“The future of public sector communication lies in our ability to listen, adapt and engage purposefully. As gatekeepers of public trust, we cannot afford to be reactive. We must lead with clarity, backed by verifiable data,” Maiwada added.

The conference also served as a platform for Nigeria to formally receive hosting rights for the 2026 APRA Annual Conference.

Speaking on behalf of the Federal Government, the Honourable Minister of Information and National Orientation, Mohammed Idris, through the Director-General of the National Orientation Agency (NOA), Mallam Lanre Onilu, affirmed Nigeria’s preparedness to host a world-class summit next year.

“Nigeria is deeply honoured by the confidence reposed in us to host APRA 2026. This is a historic opportunity not just to celebrate excellence, but to deepen our collective resolve to use communication as a force for good across the continent,” Onilu declared.

Among the distinguished speakers at the conference were APRA President Arik Karani; Immediate Past President, Yomi Badejo-Okusanya; President of the Global Alliance for Public Relations and Communication Management, Prof. Justin Green; President of the World Communication Forum Association (WCFA), Maxim Behar; and President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku.

Esther Cobbah, President-elect of the International Public Relations Association (IPRA), in her goodwill message, urged communication professionals to unify Africa’s voice and uphold the values of credibility, fairness, and inclusive development.

Dr. Neliaku, who also led a major panel discussion, delivered a paper titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication.”

He called on African governments and PR professionals to treat trust and reputation as invaluable resources and to prioritise investment in communication infrastructure.

The Nigeria Customs Service’s participation at APRA @50 underscores its strategic commitment to advancing a new era of data-driven, reform-focused public relations.

As preparations commence for APRA 2026 in Nigeria, the Service remains determined to help shape a future of public communication in Africa that is anchored in innovation, accountability, and verifiable impact.