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CGC Adeniyi and the New Dawn at Nigeria Customs Service
By Kabir Abdulsalam
The appointment of Mr. Bashir Adewale Adeniyi as the Acting Comptroller General of Nigeria Customs Service (NCS) by President Bola Ahmed Tinubu in July this year was widely-celebrated.
Several stakeholders commended his appointment, emphasizing that the president’s legendary eye for witch-hunting talents again did not disappoint.
Adeniyi has over 30 years of experience in customs administration, covering both strategic and operational roles. He has a deep understanding of the complex and ever-changing international trade landscape, as well as a strong command of the service regulations, laws, and policies.
He has demonstrated excellent communication and leadership skills responsible for leading teams of customs officials, and working closely with stakeholders across a variety of industries. Throughout his career, Adeniyi built strong relationships with stakeholders and collaborated effectively to ensure efficient and effective movement of goods across borders.
Until his appointment, Adeniyi served as Customs spokesman for almost two decades. In January 2017, he was redeployed to the Apapa Area Command as a Deputy Comptroller.
Meanwhile, in the dynamic world of public relations and stakeholder engagement, few individuals stand out as exemplars of effective communication and relationship building. Adeniyi is one of such individuals, drawing from his rich background in public relations and years of experience in various roles within the communication industry.
Immediately after he was appointed, he swung into action and embarked on a journey of stakeholder engagement that holds invaluable lessons for PR professionals worldwide.
These form the bedrock of Adeniyi’s approach to leadership. For him, it’s not just a strategy; it’s a way of conducting business. It’s a systematic process that involves identifying, analyzing, planning, and implementing actions designed to engage with stakeholders effectively. In his case, this practice has proven to be transformative.
Building Strong Relationships
Adeniyi’s rise to prominence in the field of public relations did not happen overnight. His career has been marked by the careful cultivation of strong relationships with stakeholders, both internal and external. He understands that the efficiency and effectiveness of moving goods across borders depends not only on strict compliance but also on forging meaningful alliances. It is his keen eye for detail and his innate ability to identify potential risks and areas of non-compliance that have set him apart.
Within the first week in office, he forged and rebuild synergy with key stakeholders like Nigeria Export Processing Zones Authority (NEPZA) and Oil and Gas Free Zone Authority (OGFZA) to discuss the state of trade in Nigeria and join force to improve Nigeria’s Free Trade Zones Operations.
Transparency and Communication: Lessons in Trust-Building
The new customs chief’s leadership is a shining example of the significance of transparency and open communication. As PR professionals can attest, trust and credibility are the bedrock of successful engagement. Adeniyi’s commitment to open and honest communication with stakeholder both importers, exporters, as well as service officers.
In a meeting with the Nigerian Association of Chambers of Commerce, Industry, Mines, and Agriculture (NACCIMA), he reaffirmed his dedication to strengthening collaboration between the Service and stakeholders for the benefit of all Nigerians.
He emphasizes the importance of creating a shared vision for trade in Nigeria.
*PR Lesson*: PR pros should take note that a stakeholder-centric approach prioritizes understanding and meeting the needs of the target audience.
Community Engagement through Border Visit
Adeniyi’s efforts extend beyond corporate boardrooms and reach deep into the heart of border communities. His engagement with traditional rulers in these regions highlights the significance of community relations in achieving national security and regulatory goals. He spoke about considering the broader impact of their actions on local communities.
He pledges to review recruitment policies and enlist more persons from border communities into the service which showcases his adaptability and commitment to effective enforcement strategies.
According to him, border communities are vital to security agencies in the discharge of their duties as regards to national security.
He said, “One fair commitment would like to give to you is that we will do better in recruitment with people in border communities in the NCS because we believe that they are stakeholders, and customs community relationship is stronger when you know that you have your sons and daughters in the NCS.
“We are also not unmindful of the fact that where we have this kind of critical operations, we should also be talking about the kind of corporate social responsibility programs that we are going to be doing in places like this.”
Some may argue that it is too early to make conclusions, but the steps taken so far have clearly shown that the president has once again made the right choice, and the ultimate winner, in the end, will be Nigeria.
PR Lesson: PR professionals should be equally adaptable and flexible in their strategies, adjusting to evolving circumstances while maintaining consistent policies and enforcement in dealing with policy reforms.
*Strengthening Regional Relations*
Adeniyi’s assumption as the CG Customs and his visits to Nigerian border states, such as Borno, Katsina, Yobe, and others, became a defining feature of his leadership. These visits not only showcased his commitment to improving customs operations but also underscored the importance of regional relations and stakeholder engagement in the context of border security and trade facilitation.
During his visit, he met with Governor Dikko Umaru Radda of Katsina state, while also use the opportunity to address his personnel in the state.
Addressing the officers at the border outstation, the CGC implored the personnel to sensitize the community about the rationale behind shutting the borders down. This hands-on engagement demonstrated his leadership style and commitment to open communication with officers on the ground.
Education and Sensitization: Preventing Misunderstandings
Adeniyi has made it clear that educating the public and stakeholders about customs laws and procedures is paramount. In his role, he acknowledges the importance of public education and sensitization to prevent misunderstandings and non-compliance.
In his maiden press conference in Abuja, he read the riot act to economic saboteurs, insisting that the service could not afford to allow them to take over the economy.
Addressing journalists at the two-day sensitization and management retreat on the Nigeria Customs Service Act (NCSA) 2023, he said the service was paying close attention to cases of smuggling across the borders, adding that the issue of fuel remained highly sensitive.
Adeniyi further revealed that as part of the critical first steps of his administration, the service will review procedures and processes in the ports and border areas as well as boost its enforcement strategies going forward.
“We are going to review all of that and we want to do them in such a way that they promote user-friendliness, and economic growth without compromising our national security,” he said.
He said the service intended to tighten the noose around economic saboteurs by strengthening the punitive instrument to serve as a deterrent.
PR Lesson: Effective communication and education can prevent costly misconceptions and promote smoother interactions with stakeholders.
Enhancing Efficiency through Policy Review
Adeniyi’s commitment to improving customs stakeholders management is not just lip service. His approach aims to create a sense of ownership and stakeholder involvement within the service, strengthening the ties between the service and the communities it serves.
Speaking on the new legal regime, he said the service has been statutorily empowered to among other things administer and enforce the provisions of the Act; collect and account for revenue from customs and excise; promote trade facilitation; prevent smuggling activities and carry out border enforcement; and do such other things as are necessary for or incidental to the performance of the function and duties of the Service under the Act.
He noted that as a responsible institution, the service is not unmindful of the fact that the Nigerians are not yet familiar with the provisions of the new legislation, particularly the procedure, processes, and stiff punitive provisions in the law.
He said, “We are equally appreciative of the urgent need to sensitize the public on the provisions of this law to prevent the excuse of ignorance of the law, which is not a defense. The service will continue to sensitize and educate the public on the provisions of the law and customs procedures and processes. Meaning that policies must be both comprehensive and have meaningful consequences.
Striking the Balance: Security and Trade Facilitation
Adeniyi’s leadership is committed to striking a balance between security and trade facilitation. His efforts are geared towards keeping borders safe and making revenue accountability leaner. This approach aligns with the broader objective of making Nigeria a conducive environment for business and trade.
He struck a balance when he met with the Chief of Army Staff Lt Gen. Taoreed Lagbaja to combat the menace of smuggling and other border threats in Nigeria.
He expressed the need for the two agencies to collaborate and improve their expertise in the areas of fight against smuggling, counter-terrorism, intelligence and extending humanitarian support to the public.
“We need this active collaboration with the Nigerian Army to enable us to kickstart our social program of distributing relief items to the victims of insurgency at IDP Camps, and we want the Nigerian Army to provide us with security and logistics while conveying this stuff.” Ag. CGC said.
Disbanding the CGC’s Strike Force Team through Strategic Stakeholder Management
Adeniyi strides to sanitize the service and promote best practices. He made the bold decision to disband the CGC’s Strike Force Teams. This move highlights his commitment to result-oriented anti-smuggling strategies while facilitating legitimate trade. It sends a message that accountability and transparency are non-negotiable. PR professionals should take note of the importance of decisive actions that reinforce an organization’s commitment to ethical conduct.
*Strategy*: The Customs Chief sapproved the deactivation of authorized dealer banks responsible for revenue collection. This decision came as a result of a thorough audit and due process evaluation. It was taken in line with customs’ dedication to upholding transparency, accountability, and efficiency in revenue collection.
Despite the deactivation of these banks, the CG has implemented measures to minimize disruptions for importers and stakeholders within the trading ecosystem. This careful balancing act between enforcement and stakeholder convenience is a lesson in responsible and pragmatic stakeholder management for PR professionals.
For sure, Adeniyi as the Controller General of the Nigerian Customs Service serves as a masterclass in stakeholder engagement for public relations professionals. His commitment to transparency, community engagement, and effective enforcement strategies offers essential lessons for those in the field of public relations.
As the customs boss continues to improve trade and security in Nigeria, his approach to stakeholder engagement stands as a beacon of best practices for all PR professionals to follow. It serves as a reminder that, in the world of public relations, building meaningful relationships, fostering open communication, and achieving a balance between competing interests are the cornerstones of success.
Kabir Abdulsalam is a strategic communicator, can be reach via: kbabdulsalam03@gmail.com
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