Nigeria Customs Showcases Data-Driven PR Strategy at APRA’s 36th Annual Conference in Kenya


Nigeria to Host APRA 2026 as Communication Experts Chart a Digital Future for Africa


The Nigeria Customs Service (NCS) made a strong case for the power of data in public relations at the 36th Annual Conference of the African Public Relations Association (APRA), held from June 9 to 13, 2025, at the PrideInn Paradise Beach Resort in Mombasa, Kenya.

This year’s gathering, marking 50 years of APRA’s existence brought together over 500 participants from across Africa and beyond. Under the theme “Transforming Africa through Safe and Responsible Digital Communication,” thought leaders in communication, public service, and the private sector explored how digital strategies can reshape Africa’s reputation and development narrative.

Representing the Nigeria Customs Service was Assistant Comptroller Abdullahi Maiwada, the agency’s National Public Relations Officer, who delivered a compelling session on the role of data analytics in modern PR. His presentation, titled “Leveraging Data Analytics for Effective Public Relations Practice in the Nigeria Customs Service,” detailed how the NCS is harnessing data to inform communication strategy, build stakeholder trust, and strengthen institutional transparency.

“Public relations has moved from the era of assumptions to a profession guided by evidence,” Maiwada said. “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.”

He attributed the Service’s progressive communication strategy to the forward-looking leadership of Comptroller-General Bashir Adewale Adeniyi, MFR, under whom the NCS has adopted tools like sentiment analysis, real-time feedback systems, and media intelligence platforms.


“The future of public sector communication lies in our ability to listen, adapt and engage purposefully,” he added. “As gatekeepers of public trust, we must lead with clarity, backed by verifiable data.”

In a major highlight of the conference, Nigeria was officially announced as the host country for APRA 2026. Delivering Nigeria’s acceptance speech on behalf of the Federal Government, the Honourable Minister of Information and National Orientation, Mohammed Idris, was represented by the Director-General of the National Orientation Agency, Mallam Lanre Onilu.

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

The Mombasa summit had featured a lineup of notable figures in global and African PR. These included APRA President Arik Karani, Immediate Past President Yomi Badejo-Okusanya, Global Alliance President Prof. Justin Green, WCFA President Maxim Behar, and NIPR President Dr. Ike Neliaku.

Dr. Neliaku’s presentation on “Navigating Good Governance and Development in Africa Through Responsible Digital Communication” resonated strongly with delegates. He emphasized the importance of trust and reputation in the digital age and called on African governments to invest more in communication infrastructure and capacity building.

In a goodwill message, Esther Cobbah, President-elect of the International Public Relations Association (IPRA), encouraged African communicators to amplify a unified voice for the continent rooted in credibility, equity, and development.

The participation of the Nigeria Customs Service in APRA’s golden jubilee celebration reflects the agency’s ongoing transformation into a reform-driven, people-focused, and transparent public institution. Under the guidance of the Comptroller-General, the NCS continues to build capacity, adopt global best practices, and use communication as a strategic tool for institutional trust and performance.

As the countdown to APRA 2026 in Nigeria begins, the Customs Service is positioned not only as a regulatory institution but as a thought leader in public communication, shaping the conversation around data, transparency, and digital engagement in Africa.

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