By Bon Peters
PORT HARCOURT/Nigeria: A reputation management and communications expert, Dr. Jossy Nkwocha, has called on the Nigeria Customs Service (NCS) to adopt a more strategic communication approach in driving public understanding and stakeholder support for key Federal Government fiscal and trade policies.
Nkwocha said effective communication would play a critical role in the successful implementation of major government initiatives that directly impact the operations of the Customs Service, stressing that policy objectives can only be achieved when stakeholders clearly understand their purpose and benefits.
The communications consultant made the submission while delivering a paper at the 2026 Public Relations Conference of the Nigeria Customs Service held in Port Harcourt, Rivers State.
In his presentation, Nkwocha identified seven major Federal Government policies and programmes requiring sustained stakeholder engagement through strategic communication. They include the National Single Window Initiative, the Ease of Doing Business policy, the 4 per cent Free on Board (FOB) charge, the presidential ban on the export of endangered species, the ban on the export of unprocessed timber, the 2026 Federal Government Tax Laws and the Authorised Economic Operator (AEO) Programme.
According to him, the Public Relations Department of the Nigeria Customs Service has a strategic role to play in ensuring that these policies are properly communicated to stakeholders through accurate messaging, continuous engagement and effective public education.
The Managing Director and Chief Executive Officer of Reputation Masters Limited emphasized that strategic communication should be guided by deliberate planning, stakeholder analysis, clear objectives and measurable outcomes.
He outlined what he described as the “golden rules” of strategic communication, including intentional planning, needs assessment, stakeholder mapping, message development, budgeting, effective communication, data analysis, monitoring and evaluation, as well as continuous learning and improvement.
Nkwocha also commended the Nigeria Customs Service for embracing technology and innovation to strengthen revenue generation, trade facilitation and border security.
He further praised the Comptroller-General of Customs, Bashir Adewale Adeniyi, MFR, describing his emergence from the position of National Public Relations Officer to Comptroller-General as a significant milestone for communication professionals within the Service.
According to Nkwocha, the development demonstrates that communication practitioners can attain the highest leadership positions through professionalism, competence and dedication.
Speaking at the conference, the National Public Relations Officer of the Nigeria Customs Service, Assistant Comptroller of Customs Abdullahi Aliyu Maiwada, said Nkwocha’s presentation aligned with the conference theme, “Realigning Corporate Communication as a Strategic Driver of Institutional Effectiveness and Public Trust.”
Maiwada said about 80 public relations officers drawn from Customs commands across the country participated in the conference, adding that the presentation offered practical insights that participants could apply in strengthening public communication and stakeholder engagement across their respective commands.
The three-day conference, held in Port Harcourt from July 22 to 24, focused on enhancing communication strategies to support institutional effectiveness, public trust and service delivery within the Nigeria Customs Service.
