Adeniyi and Crisis Management at Nigeria Customs
By Sakinat Musa Abubakar,
In the ever-evolving world of international trade and border security, few roles are as critical as those held by the Nigeria Customs Service (NCS). Leading the charge is Bashir Adewale Adeniyi, who rose through the ranks to his current position as Comptroller-General (CG) of the NCS.
His tenure as Customs boss has been marked by deft handling of crises, turning potential disasters into opportunities for growth. Through innovative crisis management and a commitment to transparency, Adeniyi has strengthened the NCS’ reputation while steering the agency through challenging times.
As one of Nigeria’s foremost revenue-generating agencies, the NCS is responsible for collecting over ₦1.5 trillion annually while ensuring border security and trade compliance across more than 17,000 personnel. This formidable responsibility places the NCS at the heart of national security and economic stability, making effective leadership indispensable.
Adeniyi’s crisis management abilities have been tested repeatedly, from handling allegations of corruption to managing trade disruptions. His swift, strategic responses have not only mitigated potential fallout but also showcased his unique brand of leadership.
Adeniyi’s stint as NPRO laid the foundation for his approach to transparent communication. By adopting an “open-book” policy, Adeniyi managed to stifle the spread of misinformation and maintain trust in the NCS.
From the beginning, Adeniyi’s crisis management strategy has been deeply rooted in collaboration. During his time as NPRO, he worked closely with more than 50 trade associations, civil society organizations, and government bodies to ensure that the NCS’s crisis responses were inclusive and holistic. His partnership with health authorities during the COVID-19 pandemic, for instance, helped the NCS implement safety measures without disrupting vital trade flows. “Effective stakeholder engagement can be the difference between crisis and recovery,” Adeniyi noted.
Adeniyi also understood the power of social media as a platform for crisis response and reputation management. Under his watch, the NCS’s social media presence ballooned to over 100,000 followers, allowing for rapid, real-time updates. This digital-first approach proved especially valuable during moments of controversy, such as when the NCS faced corruption allegations. By showcasing the agency’s successes—like the recovery of ₦16 billion through financial audits—he used social media to combat negative narratives and reinforce the NCS’s commitment to integrity.
Preparedness is often the dividing line between effective and ineffective crisis management. Adeniyi recognized this and implemented comprehensive crisis simulation training for over 1,000 customs officers annually. Engaging officers in realistic crisis scenarios ensured that the NCS was well-equipped to handle emergencies efficiently, whether it was a border incident or a public relations challenge. This foresight minimized operational disruptions that could have otherwise eroded public trust.
In addition to handling crises as they arise, Adeniyi has focused on building a proactive reputation management strategy. His public awareness campaigns have reached millions of Nigerians, educating the public on customs operations and emphasizing the role that citizens can play in upholding the law. These initiatives have not only bolstered public confidence but also fostered a more cooperative relationship between the NCS and the populace it serves.
Adeniyi’s strategies closely align with the principles detailed in “Impactful Public Relations in Customs Management”, authored by Kabir Abdulsalam and Maryam Umar Na’Allah. The authors emphasize the importance of effective communication, preparedness, and stakeholder involvement—each a hallmark of Adeniyi’s approach. Pages 68-78 of the book specifically explore how public relations can be used to navigate and mitigate crises, underscoring the need for transparency and proactive reputation management—two areas where Adeniyi excels.
Indeed, Bashir Adeniyi has transformed the Nigeria Customs into a model of resilience, transparency, and growth, even in times of crisis. From his days as NPRO to his current role as Comptroller-General, Adeniyi’s leadership offers a blueprint for crisis management in public institutions. His use of transparent communication, stakeholder engagement, social media, and proactive reputation management has set a new standard—not just for the NCS but for government agencies across Nigeria.
As Adeniyi continues to lead, his strategies will likely serve as a guiding light for future leaders who understand that in every crisis lies the potential for transformative growth and increased public trust. His tenure is proof that when handled strategically, crises can become catalysts for innovation and efficiency.
