By Suleiman Aremu | Solaremnews
The Deputy Comptroller of Customs and National Public Relations Officer of the Nigeria Customs Service (NCS), Dr. Abdullahi Maiwada, has called on public relations professionals to lead reforms within their organisations, stressing that effective public relations begins with internal credibility, transparency and trust.
Dr. Maiwada made the call while delivering the keynote address at the Nigeria Institute of Public Relations (NIPR), Kwara State Chapter’s Virtual Monthly Meeting/Clinic, held via Google Meet on Tuesday, August 4, 2026. The session, which commenced at 4:30 p.m., was themed “Leading Reforms in Own Institutions as Key to Effective PR Practice.”
The virtual meeting, organised by the NIPR Kwara State Chapter, brought together public relations practitioners and communication professionals to examine the role of leadership, institutional reforms and strategic communication in enhancing organisational reputation.
In his presentation, Maiwada described leadership as the cornerstone of both internal and external communication, noting that the primary objective of public relations is not merely to gain visibility but to build credibility through trust and integrity.
According to him, public relations professionals should redefine their role from operating as a “Press Office” to becoming a “Trust Management Office,” capable of strengthening institutional culture and sustaining public confidence.
He emphasised that in today’s transparent environment, organisations can no longer rely on media engagement alone to mask internal weaknesses.
“You cannot outsource a broken internal reality,” he declared, explaining that no amount of external communication can compensate for a dysfunctional organisational culture.
The Customs spokesman stressed that meaningful reforms must begin from within the institution, adding that technical competence alone does not translate into effective leadership.
He explained that leadership competence is distinct from technical competence and must be deliberately nurtured through accountability, vision and consistent ethical conduct.
Maiwada further stated that leadership is earned through influence rather than official position.
“Rank does not confer leadership on you. Rank converts to followership, and followership converts to reputation,” he said.
He identified transparency, honesty and consistency as the three essential qualities of effective leadership, describing them as the pillars upon which lasting trust is built.
To further explain the concept of trust, he introduced what he called the “5Cs” of trust—Character, Competence, Consistency, Clarity and Cost—noting that institutions that demonstrate these qualities naturally earn the confidence of their employees, stakeholders and the public.
The keynote speaker also urged leaders to continually evaluate themselves by asking three critical questions: “Did you see me?”, “Do you hear me?” and “Do you know where we are going?”
Drawing from the Johari Window model of self-awareness and feedback, he explained that these questions help leaders remain visible, accessible and aligned with the aspirations of those they lead.
Speaking on the challenges confronting institutional reforms, Maiwada identified power, pleasure and pride as the three major factors responsible for crises during reform processes.
He advocated scheduled internal cohesion and a clearly defined reform agenda as essential tools for driving sustainable institutional transformation.
Maiwada also distinguished between technical, leadership and managerial competence, noting that each plays a unique role in organisational growth and effectiveness.
He further highlighted different reform approaches, including preferred and intended reform models, advising leaders to adopt strategies that align with their organisations’ culture, operational realities and communication objectives.
He concluded by reiterating that public relations begins from within, insisting that organisations cannot effectively communicate values they do not genuinely practise.
According to him, institutions that embrace internal reforms, strengthen leadership and build trust among their workforce will naturally earn stronger reputations and lasting public confidence.
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