By Fanen Ihyongo,The Nation
Copyright thenationonlineng
Comptroller General of Customs, Bashir Adewale Adeniyi, has said that effective communication is essential to the work of a public relations officer.
He spoke at a one-day workshop for Customs public relations officers, held at Bayero University, Kano (BUK).
He said a PRO is needed to represent an institution, preserve its dignity, maintain its credibility, and reinforce public confidence.
According to the Customs boss, the PRO’s job is so demanding that “every decision, every operation, and every policy affects millions of Nigerians -the business community, and our regional and international partners.”
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He explained, “In such an environment, how we communicate is just as important as what we do. Our actions may speak, but it is the voice of public relations that interprets, contextualises, and gives meaning to these actions.”
Describing the workshop as timely, with the theme: ‘Beyond Masters of Ceremonies, the Strategic Role of Public Relations Officers for Institutional Growth and Stakeholders’ Trust,’ Adeneyi said, “the event challenges us to rethink the traditional perceptions of the PROs as mere announcers, moderators or event managers.”
“Our PROs are the interpreters of customs policies to the public, the mediators in times of misunderstanding, the crisis managers during operational challenges, and the custodians of the services of this new age.
“Our service is modernising operations, automating processes, and aligning with global best practices. These reforms, however, cannot be sustained without trust.
“This is the central beauty of our public relations officers, and they must be equipped to communicate the objectives of our policies, explain the rationale for our actions, and listen actively to the concerns of stakeholders.
“In today’s interconnected world, where a single message can go viral in minutes, our PROs must also master digital platforms and learn how to combat disinformation and promote transparency as a standard practice,” he said.
The workshop was designed to enhance PROs’ technical knowledge and sharpen strategic thinking, broadening their understanding of media dynamics and strengthening their abilities to align communication with the services brought about, the customs boss said.
Spokesman to Kano Governor, Sanusi Bature Dawaki Tofa, PROs are now central to the architectural design of trust and reputation management.
“The design of reputation and sustainability of institutional growth is our cardinal role, not just about communication, but results that create influence, insight, and impact for the people we serve.
“Yes, despite the importance of this work, the responsibilities of PROs remain one of the must-be-done jobs. It is handled by professionals who are rarely recognised for their excellence, but always blamed for any mistake.”
