By Andrew Utulu
The Nigeria Customs Service (NCS) has said that in a renewed drive to institutionalise ethics, professionalism, and stakeholder trust, the Service has launched its Reputation Management Guide.
The Guide according to the Service is a key policy document aimed at reorienting officers on the values, behaviours, and standards required to uphold the service’s image.
The unveiling ceremony, which took place at the Nigeria Customs Service Headquarters in Maitama, Abuja, and was led by the Comptroller-General of Customs, Bashir Adewale Adeniyi, in the presence of management members, senior officers, communication professionals, and public relations practitioners.
Speaking at the event, the Comptroller-General described the launch as a strategic milestone in the Service’s transformation agenda, noting that the new guide is intended to equip officers with practical tools to build trust, deepen transparency, and align with global expectations for modern customs administration.
“We want to launch a new phase of Customs. We want to go beyond our traditional mandate. This guide is an opportunity for every Customs officer to be part of a project that rewrites the history of our Service,” he declared.
CGC Adeniyi, a seasoned public relations expert and advocate of institutional branding, explained that the document was developed not only to guide internal conduct but also to reflect the core values of integrity, professionalism, and service excellence that the NCS must embody in its daily interactions with citizens, businesses, and global partners.
Citing recent achievements as evidence of ongoing reform, the CGC stated that the Service had consistently exceeded its revenue targets, enhancing its capacity to tackle illicit trade, improve trade facilitation, and contribute to national security.
“In 2023, we recorded a 70 per cent revenue increase. In 2024, that figure rose to 92 per cent. Beyond these numbers, what gladdens me most is that the world is taking note of the impact our initiatives are making,” he said.
He further emphasised that Customs officers must now reposition themselves as law enforcers and credible ambassadors of a responsive and responsible government institution.
“The World Customs Organisation (WCO) expects Customs administrations to champion transparency, inclusivity, and ethical leadership. Our response to this is the deliberate rollout of internal initiatives like the Reputation Guide and our Corporate Social Responsibility (CSR) programmes,” Adeniyi noted.
He also reaffirmed the NCS’s commitment to inclusive governance and gender representation, referencing the Service’s efforts to empower women and mainstream equity in leadership positions.
CGC Adeniyi also noted that the Service had aligned its community interventions with President Bola Ahmed Tinubu’s Renewed Hope Agenda, investing in education, healthcare, access to water, and the creative economy to leave a tangible legacy in host communities.
He described the unveiling of the Reputation Management Guide as a continuation of this national agenda, an initiative designed to shape institutional culture and improve citizens’ perception of the Service.
“This guide is not just a document but a call to action. It reminds every officer that our image is built not only by what we do but also by how we do it,” he added.
In his closing remarks, CGC Adeniyi extended heartfelt appreciation to President Bola Ahmed Tinubu for extending his tenure, describing the gesture as a “renewed motivation and inspiration to do more in the service of the country.”
In his remarks, the President of the Nigerian Institute of Public Relations (NIPR), Ike Neliaku, who was ably represented by the Vice President of the Institute, Professor Emmanuel Dandaura, commended the Nigeria Customs for taking a bold step in institutionalising reputation management within the agency.
He noted that the unveiling of the handbook was not a symbolic gesture but a practical demonstration that Customs does not treat reputation as a mere buzzword, but as a vital asset that every organisation must nurture to thrive in today’s competitive environment.
Neliaku described the Comptroller-General of Customs, Bashir Adeniyi, as an embodiment of sterling professional reputation, citing his track record of dedication, discipline, and reform-oriented leadership.
He said the decision to launch a formal guide for officer conduct under Adeniyi’s watch reflected the CG’s belief in the power of perception, credibility, and institutional integrity.
The NIPR President further disclosed that in a recent nationwide reputation perception survey conducted by the Institute, the Nigeria Customs Service scored significantly high marks in how it has been discharging its core mandates.
According to him, this positive outcome is an encouraging sign that the agency’s reforms are working internally and resonating with the public.
He expressed confidence that the handbook would better equip Customs officers to represent the Service with a strong sense of responsibility, professionalism, and ethical conduct.
He also assured the NIPR of its continued partnership with the Nigeria Customs in the ongoing effort to reshape Nigeria’s national image through responsible institutional behaviour.
The launch of the Reputation Management Guide marks another important stride in the Customs modernisation journey, reinforcing its commitment to reform, capacity development, and stakeholder confidence.
