Bridging the Gap: Youths Digest Equips Nigeria Customs with 21st-Century Communication Skills, by Tahir Ahmad
When over 100 personnel—from uniformed Public Relations Officers to editorial interns—gathered both in-person and virtually at the Nigeria Customs Service (NCS) Headquarters in Abuja from May 7 to 9, 2025, they weren’t just attending another workshop. They were laying the foundation for a communication culture that is smarter, faster, more accountable, and fundamentally public-facing.
Organized in partnership with Youths Digest, a youth-led media platform known for incisive journalism training, the three-day hybrid workshop on strategic communication and new media was more than a response to evolving trends. It was a proactive recalibration of how public institutions should engage with a digital-first audience.
Bringing together PR officers from various commands, editorial staff, youth corps members, interns, and reporters created a dynamic environment for knowledge sharing and the cross-pollination of ideas. This diversity reflects a holistic approach to communication reform—one that recognizes effective messaging as a collective responsibility that must be understood and consistently applied across all levels.
By equipping these personnel with cutting-edge skills in strategic communication and new media, the NCS—under the proactive leadership of its Public Relations unit—demonstrates a clear understanding of the modern information landscape. In an era dominated by digital narratives and real-time information flows, the ability to communicate effectively, ethically, and strategically is no longer a peripheral skill but a core competency for any forward-looking public institution.
At the heart of this initiative lies a powerful idea: how a government institution communicates is just as important as what it does.
Assistant Comptroller and National Public Relations Officer, Dr. Abdullahi Aliyu Maiwada, mnipr, set the tone on the first day with clarity and conviction. In his opening remarks, he described the training as a “landmark” in the Service’s journey toward communication excellence, noting that NCS boasts one of the youngest and most dynamic PR units in the public sector.
“Our commitment is to serve the Nigerian public with honesty and innovation,” he said. “This training with Youths Digest helps us build that future.”
These weren’t just ceremonial words. Dr. Maiwada remained present throughout the training, modeling what leadership in learning looks like. He reminded participants that communication isn’t just about issuing press releases—it’s about managing perception, earning trust, and maintaining a consistent institutional identity. Especially in an era where a single tweet can shape a public agency’s reputation, these skills are indispensable.
Over the three days, participants didn’t just receive instruction—they experienced immersion. Carefully curated by Youths Digest, the sessions blended theory with actionable insights, delivered by a lineup of seasoned media professionals.
The emphasis on 21st-century tools in new media was particularly significant. In a world where social media drives public discourse and digital literacy is paramount, providing personnel with the skills to navigate this terrain is essential. This initiative will empower NCS to engage the public in real-time, respond to concerns promptly, and shape its narrative proactively.
But the workshop went beyond technical training. Sessions on ethical communication, development journalism, crisis communication, and digital integrity underscored the weight of responsibility that comes with public communication.
Professor Abiodun Adeniyi of Baze University led a standout session on development communication and ethics. In a media climate often plagued by sensationalism, his message was refreshing: truth, style, and inclusion matter. He offered practical editorial feedback, urging officers to think beyond grammar and into nuance—tone, inclusivity, correct naming, proper use of abbreviations, and consistency.
Danlami Nmodu (mni), publisher of News Diary Online, unpacked the art and purpose of press releases. In an age of information overload, he reminded participants that every word must justify its place.
Yekeen Akinwale of The Cable tackled crisis communication with urgency. His core message? Don’t wait for a crisis to learn how to respond. Using real-world case studies, he mapped out strategies for institutional readiness.
Mohammed Dahiru Lawal of PRNigeria explored misinformation and disinformation—arming officers with tools to identify deepfakes, verify viral content, and uphold truth in an environment rife with falsehoods.
AFP’s Uthman Samad emphasized clarity and tone while stressing the importance of cultivating healthy relationships between security agencies and the press. Kabir Abdulsalam added depth with insights on building narratives through social media, targeting younger audiences, and enhancing the NCS’s image as a transparent institution.
Visual storytelling also took center stage. Isaac Nwokeocha, founder of SparkTribe, used practical demonstrations to show how layout, photography, and branding are now central—not secondary—to public communication. He highlighted the need for platform-specific content that humanizes institutional work for digital audiences.
The collaboration with Youths Digest was a strategic decision. A youth-led media platform offers fresh perspectives and knows how to engage Nigeria’s youth—a critical demographic. Executive Director Gidado Shuaib underscored this during his session on impactful writing, emphasizing rhythm, resonance, and relevance. His approach echoed the workshop’s core mission: equipping officers to tell compelling stories that reflect institutional integrity.
“Good writing is not only about facts—it is about rhythm, resonance, and relevance,” he said.
Closing remarks from Assistant Comptroller-General Isah Umar, representing Comptroller-General of Customs Adewale Adeniyi, served as a strategic reaffirmation.
“Today marks a key step in the development of officers charged with promoting the Nigeria Customs Service,” ACG Umar said. “Capacity building is essential.”
Indeed, as more Nigerians turn to social media for news and engage digitally with institutions, the risk of misinformation and misinterpretation grows. The only antidote is a communications team that is well-trained, ethically grounded, and platform-savvy.
A key highlight of the workshop was the unveiling of the NCS Editorial House Style—a refined guide grounded in British English conventions. It emphasizes clarity in title usage, proper attribution, concise headlines, and consistent formatting. More than an internal document, it signals a public commitment to clarity and professionalism.
With added focus on copyright, visual content, and inclusive messaging, the Service is not just learning to communicate—it is learning to compete. For attention. For understanding. For public trust.
Workshops end. Certificates are awarded. Photos are taken. But what remains is the commitment to lasting change.
Dr. Maiwada’s final charge to participants was simple but profound: “There is more to knowledge, and you can’t know it all. If you have an opportunity to learn, use it. It will help you in whatever you are doing.”
That advice is more than motivational—it’s foundational. The future of governance, security, and service delivery depends on how well we communicate.
With over 100 officers now equipped with practical skills, fresh insight, and a unified editorial standard, the Nigeria Customs Service isn’t just upgrading its communication strategy. It’s repositioning itself as a 21st-century institution—ready to engage, inform, and lead in the public interest.
Tahir Ahmad is an NYSC corps member serving at PRNigeria Centre, Abuja. He can be reached via [email protected]
