In a strategic move to foster ethical conduct, professional excellence, and stakeholder confidence, the Nigeria Customs Service (NCS) has unveiled a Reputation Management Guide, a key institutional framework designed to reorient officers toward integrity-driven service.
The unveiling ceremony, held on Tuesday, August 5, 2025, at the NCS headquarters in Maitama, Abuja, was presided over by the Comptroller-General of Customs, Bashir Adewale Adeniyi, alongside senior management, public relations professionals, and other stakeholders in the communication sector.
Speaking at the launch, CGC Adeniyi emphasised that the guide marks a significant milestone in the Customs Service’s transformation journey.
“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 stated.
Rewriting the Image of Customs
CGC Adeniyi, a trained public relations expert, highlighted that the Reputation Management Guide goes beyond internal procedures. It is a foundational document aimed at instilling values such as integrity, service excellence, and professionalism in every customs officer.
“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 said.

According to him, the launch is part of a broader initiative to align the NCS with global best practices and meet the expectations of institutions like the World Customs Organisation (WCO), which champions transparency, inclusivity, and ethical leadership in customs operations.
Measurable Progress Backed by Reform
In affirming the Service’s reform trajectory, Adeniyi cited the agency’s revenue strides as evidence of institutional repositioning:
“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 stated.
He further noted that officers are now expected to view themselves as both law enforcers and brand ambassadors of a responsible government institution.
Supporting National Agenda and Gender Equity
Reinforcing the link between Customs reforms and national policy, CGC Adeniyi said the Service had aligned its community outreach programmes with President Bola Ahmed Tinubu’s Renewed Hope Agenda. These include investments in education, healthcare, clean water, and support for the creative economy.
He also reaffirmed Customs’ commitment to gender inclusion and equity, noting deliberate efforts to promote women into leadership roles and ensure inclusive governance.
In an emotional moment, Adeniyi expressed gratitude to President Tinubu for extending his tenure as CGC:
“It is a renewed motivation and inspiration to do more in the service of the country,” he remarked.

Endorsement from Public Relations Experts
The launch received strong support from the Nigerian Institute of Public Relations (NIPR). Representing the NIPR President, Ike Neliaku, the Institute’s Vice President, Professor Emmanuel Dandaura, described the guide as a practical demonstration of Customs’ commitment to institutional ethics.
“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,” Dandaura said.
He lauded CGC Adeniyi as a symbol of professional discipline and credibility, noting that his leadership had ushered in a culture of responsibility and institutional reform.
Neliaku also disclosed that a recent nationwide reputation perception survey conducted by the NIPR revealed a positive rating for the NCS in how it has discharged its core mandate.
“This is a sign that the agency’s reforms are working internally and resonating with the public,” he noted, while assuring continued NIPR partnership with the Customs Service.
Digital Era Customs and Institutional Legacy
The launch of the Reputation Management Guide is seen as part of a broader digital-era transformation of the Nigeria Customs Service. It represents a shift not only in policy but also in culture, public perception, and global image.
By aligning reputation management with operational excellence and stakeholder trust, the NCS is sending a strong message that it is ready to lead as a modern customs administration both regionally and globally.