NSC: Pathways to Strategic Effective Communication for the Service

By Kelvin Kagbare

 

“Around the world, communication has evolved from a support service into a strategic management function. Reforms cannot succeed unless they are understood, accepted and trusted by the people they are designed to serve”-The Comptroller General, Nigeria Customs Service, Dr. Bashir Adewale Adeniyi

 

The recent 2026 Nigeria Customs Service Public Relations Conference held in Port Harcourt, Rivers State, may have come and gone but its echoes lingers.

 

With the theme “Realigning Corporate Communication as a Strategic Driver of Institutional Effectiveness and Public Trust”, technical sessions on Customs modernization, crisis communication, media intelligence, digital innovation, stakeholders’ engagement and evolving communication technologies aimed at strengthening the Service’s communication architecture were discussed extensively.

 

In this piece, Maritime Nigeria suggests pathways to entrenching effective strategic communication for the Service:

It is our view at Maritime Nigeria that the Nigeria Customs Service (NCS) can achieve effective strategic communication by moving from a predominantly reactive, enforcement-focused communication model to a proactive, coordinated and public-centered approach.

 

Strategic communication should not only publicize Customs activities; it should build trust, explain policies, demonstrate impact and strengthen the Service’s relationship with citizens, businesses and  stakeholders.

To achieve its communication objectives for the Service/country, the NCS should develop a comprehensive Strategic Communication Framework aligned with its institutional mandate and national economic objectives. This framework should identify priority audiences, key messages, communication channels, potential risks and measurable outcomes. Such messages should be consistent from headquarters to commands and other formations so that the public receives clear and credible information irrespective of where it originates.

 

It is also our view that the Service should make transparency and public enlightenment central to its communication strategy. Customs policies, procedures, tariffs, duties, import requirements and enforcement decisions can be complex. Regular explanatory contents on the print and electronics platforms; town hall meetings/engagements can help citizens and businesses understand what Customs is doing and why. Simplifying technical information into simple, easy to understand formats/language will also reduce misinformation and  ensure voluntary compliance.

 

As a national institution, the NCS should strengthen its digital and social-media communication arms as the social media outlets provide an opportunity to communicate directly with millions of citizens. By creating a professional digital newsroom capable of producing short videos, graphics, interviews, data interpretation and rapid responses to emerging issues timely, factually the Service could engage more directly, clearly and professionally.

 

Media/stakeholder engagements should become more structured, more often and more inclusive. There should be no consideration for “media friends” while shutting out “media foes” which encourages disunity, creates bad blood and alienates those erroneously considered foes for no concrete reasons. Building bridges of friendship and camaraderie is advised rather walls of separation.

 

We hold the view that strategic communication must include a strong crisis-communication mechanism. Customs operations can sometimes generate controversy, particularly around seizures, arrests, revenue collection and border enforcement-by having a dedicated crisis-response team which monitors public sentiment, identify misinformation gaps early and provides explainers quickly should be activated even as senior officials and designated spokespersons should be trained more on media handling and crisis communication techniques.

 

It is our view that the Service should also communicate its successes through evidenced human impact info rather than statistics alone. Revenue achievements, trade facilitation, anti-smuggling operations and contributions to national development should be presented with credible data and real-life stories clearly showing how these activities benefit Nigerians.

 

By implementing and enforcing resolutions of the 2026 Port-Harcourt PR Conference  and re-echoing what that CGC said  “Every seizure, every reform, every trade facilitation initiative and every act of service must be communicated professionally and purposefully”

By taking steps to internalize the words of the  Acting Zonal Coordinator, Zone ‘C’, Comptroller Pascal Chibuoke, that “Corporate communication is no longer a support function. It is a strategic asset that shapes public perception, strengthens stakeholder confidence, promotes transparency and reinforces institutional legitimacy”

 

By considering the submission by  the National Public Relations Officer of the Service, NPRO, Deputy Comptroller Abdullahi Maiwada submitted that, “Institutional reforms cannot succeed without an effective communication framework. This conference was designed not merely to exchange ideas but to develop practical solutions, strengthen professional networks and reposition Public Relations as a strategic corporate communication function within the Nigeria Customs Service”

Communication that is effective and strategic could be attained and institutionalized by the Nigeria Customs Service, NCS.