The Nigeria Customs Service has reaffirmed its leadership in institutional communication and public sector transparency as it joined communication professionals from across Africa to mark the 50th anniversary of the African Public Relations Association (APRA).
The event, which doubled as APRA’s 36th Annual Conference, took place from June 9–13, 2025, at the Prideln Paradise Beach Resort, Mombasa, Kenya.
Held under the theme “Transforming Africa through Safe and Responsible Digital Communication,” the high-level summit attracted over 500 delegates, including communication scholars, corporate leaders, policymakers, and global partners. It served as a platform to evaluate the progress of public relations across the continent and map a forward-looking agenda for the next half-century.
Representing the Nigeria Customs Service at the conference, the National Public Relations Officer, Assistant Comptroller Abdullahi Maiwada, delivered a keynote presentation titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service.”
In his paper, he explored how modern communication strategies driven by data can reshape public trust, enhance institutional accountability, and communicate reforms effectively.
Maiwada credited the transformation in the Service’s communication strategy to the visionary leadership of Comptroller-General of Customs, Bashir Adewale Adeniyi. He highlighted key innovations including the integration of sentiment analysis, media intelligence, and real-time feedback mechanisms as central to the agency’s modern communication framework.
“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.
“Public relations has moved from the era of assumptions to a profession guided by evidence. At the Nigeria Customs Service , we are applying data analytics not just to shape narratives, but to measure impact, evaluate stakeholder perception, and make informed communication decisions.”
In a significant development during the conference, Nigeria was officially announced as the host country for the next APRA Annual Conference in 2026.
The Honourable Minister of Information and National Orientation, Mohammed Idris, who was represented by the Director-General of the National Orientation Agency (NOA), Mallam Lanre Onilu,in his remarks said
“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.”
In her goodwill message, Esther Cobbah, President-elect of the International Public Relations Association (IPRA), encouraged African communicators to unify the continent’s voice through credible and responsible messaging.
Dr. Neliaku, during panel discussion, delivered a paper titled “Navigating Good Governance and Development in Africa Through Responsible Digital Communication.” He called on PR practitioners to value trust and reputation as vital assets and urged African governments to invest significantly in strategic communication infrastructure.
The Mombasa gathering featured influential speakers including APRA President Arik Karani; Immediate Past President Yomi Badejo-Okusanya; Global Alliance President Prof. Justin Green; World Communication Forum Association (WCFA) President Maxim Behar; and President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku.
