Nairobi, Kenya | June 15, 2025
The National Public Relations Officer of the Nigeria Customs Service (NCS), CSC Abdullahi Maiwada, has emphasized the importance of data-driven communication strategies in modern public relations, especially within government agencies.
Maiwada made the call while addressing participants at the 26th Annual Conference of the African Public Relations Association (APRA), held in Nairobi, Kenya, with the theme “One Africa, One Voice: Bridging the Communication Gap.” The high-level gathering drew communication experts, practitioners, and public affairs officers from across the continent.
Speaking during a panel session on “Public Sector Communication in the Digital Era,” Maiwada urged PR professionals to embrace evidence-based narratives, driven by accurate data and analytics, to foster trust and accountability.
“In today’s complex media landscape, storytelling without data is no longer effective,” he said. “For public institutions like Customs, where transparency and efficiency are key, data-backed PR helps combat misinformation and strengthens public confidence.”
He further cited the NCS’s adoption of automated systems, digital engagement platforms, and real-time communication tools as examples of how data enhances service delivery and public trust.
The conference also featured discussions on digital transformation, crisis communication, and Africa’s image in global media.
Maiwada’s contribution was widely commended by attendees as a timely intervention for repositioning public sector communication on the continent.
