by EMEKA OKONKWO
ABUJA – THE Nigeria Customs Service (NCS) has unveiled a Live PR Attribution Dashboard as it advocates for the adoption of artificial intelligence (AI) in public sector communication.
PR is an abbreviation for public relations, the practice of influencing public perception and building a positive brand image.
NCS explained the custom-built analytics tool tracks and visualises the media performance of the service’s communications since 2023 when Adewale Adeniyi was appointed Comptroller General of Customs.
“This dashboard is a first-of-its-kind innovation in public communication strategy,” he said.
“It shows how Customs is not just participating in digital transformation but actively shaping it,” Adeniyi added.
The launch of the dashboard was announced on Thursday at the NCS Headquarters in Abuja where the organisation hosted Celestine Achi, a prominent AI strategist and digital consultant.
Achi is also the author of, “AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence.”
Assistant Comptroller of Customs, Abdullahi Maiwada, said the service believes that storytelling backed by data and powered by modern technology is a strategic tool for deepening public trust.
“We are committed to adopting innovations that enhance the effectiveness and integrity of our communication systems,” Maiwada stated.
The governmental agency is responsible for customs and excise duties, border control and trade facilitation.
