The Comptroller General of Customs, Bashir Adeniyi, has emphasised the importance of public relations officers in shaping the NCS’s image, urging them to prioritise clear and effective communication.

Mr Adeniyi spoke on Monday at a one-day workshop for customs public relations officers at Bayero University, Kano.

The workshop, themed “The Strategic Role of Public Relations Officers for Institutional Growth and Stakeholders’ Trust”, was aimed at enhancing the effectiveness of public relations within the NCS.

Mr Adeniyi, represented by the acting Deputy Controller General, Timi Bomodi, emphasised the critical importance of effective communication in public relations.

He stated that PR officers were playing a vital role in interpreting and contextualising institutional actions, building trust, promoting transparency, and addressing misinformation.

Mr Adeniyi stressed that PR officers must be agile, tech-savvy, and adept at using modern tools to shape public discourse in the digital age.

The Vice-Chancellor of the university, Haruna Musa, who welcomed the initiative, described the workshop as timely and essential for refining public relations strategies.

Director-General of Media and Publicity to Governor Abba Yusuf, Sunusi Bature Dawaki Tofa, lauded the workshop as a crucial step toward strengthening the public relations profession.

The workshop was aimed at challenging outdated views of PR officers and highlighting their evolving role in policy development, reputation management, crisis handling, and stakeholder engagement.

The event attracted a diverse audience, including media professionals, NCS officers, and key stakeholders.

(NAN)