Nairobi, Kenya – June 16, 2025
The National Public Relations Officer of the Nigeria Customs Service (NCS), Abdullahi Maiwada, has called for a data-driven approach to public relations, emphasizing its potential to transform institutional credibility and public trust in government agencies.
Speaking at the 36th Annual Conference of the African Public Relations Association (APRA) held in Nairobi, Kenya, Maiwada urged PR professionals across the continent to leverage data analytics and performance metrics to improve transparency and communication effectiveness in the public sector.
The conference, which drew communication experts, policymakers, and media professionals from across Africa, focused on rethinking public relations strategies in an era of digital transformation and citizen engagement.
Maiwada highlighted the role of strategic communication in bridging the gap between government institutions and the public. He stressed that public relations should no longer rely solely on traditional storytelling but be rooted in verifiable facts, real-time data, and measurable outcomes.
“Effective communication must be guided by data that reflects our performance, processes, and service delivery. The public demands not just information but evidence,” he stated.
He also showcased reforms within the Nigeria Customs Service, including the deployment of digital tools to enhance customs operations, improve compliance, and reduce corruption.
The APRA conference serves as a platform for African PR practitioners to share innovations and best practices in strengthening government-citizen relations through modern communication channels.
