Decades ago, businesses gauged public perception by the number of customers gained or lost and by the rumours circulating in communities. Today, in the 21st century, the process is both easier and more complex. Organisations and individuals can now measure public opinion almost instantly across multiple platforms, yet the volume of information makes it more challenging to interpret and respond effectively.
The book, “Impactful Public Relations in Customs Management,” authored by Kabir Abdulsalam and Maryam Na’Allah, explores twelve core public relations strategies adopted by the Nigeria Customs Service (NCS). From stakeholder engagement to social media, the book culminates with a focus on media monitoring—an often overlooked but critical function of modern PR.
Media monitoring serves as the “ears” of an organisation. Unlike in the past, when feedback was limited and often anecdotal, opinions today are shared across traditional media and digital platforms. For organisations, this means more opportunities to understand their public but also the painstaking task of sorting through endless data. Effective media monitoring simplifies this by filtering what truly matters, enabling institutions to stay informed and responsive to evolving narratives.
The book’s concluding chapter provides refreshing insights into the NCS’s application of media monitoring to shape both its operations and public image. Unlike private corporations that focus mainly on brand reputation, government agencies like Customs balance multiple objectives: revenue generation, trade facilitation, security enforcement, and public trust. The authors illustrate how media monitoring supports these goals—detecting smuggling trends, identifying security threats, and understanding public grievances before they escalate into crises.
One of the most compelling lessons is the role of media monitoring in proactive risk management. By analysing news coverage and tracking social media conversations, the NCS can detect emerging smuggling routes or operational risks that might otherwise go unnoticed. This real-time intelligence enables more efficient allocation of resources, targeted enforcement operations, and international collaborations to disrupt illicit networks.
Beyond risk, media monitoring is pivotal to reputation management. Public perception of Customs often hinges on media narratives, whether praising the Service for intercepting contraband or criticising it for inefficiencies and alleged corruption. The book highlights how NCS leverages media insights to craft timely responses, clarify issues, and demonstrate transparency. For example, when reports of port inefficiencies surface, the Service can publicly acknowledge the problem, outline corrective steps, and rebuild public trust—turning a potential reputational crisis into an opportunity for accountability.
Still, the chapter could have gone further by addressing the unique challenges faced by public institutions in media monitoring. While private companies focus on competitive intelligence and customer sentiment, agencies like the NCS operate in highly political and security-sensitive environments. They must balance transparency with the need for operational secrecy.
For instance, while a corporation might freely engage critics online, Customs must weigh the risk of revealing information that could aid smugglers or compromise investigations. Similarly, politically motivated misinformation campaigns require cautious and strategic responses. Recognising these nuances would have enriched the discussion further.
The authors nevertheless show that media monitoring, when done strategically, bridges the gap between institutions and the public. In a context where trust in government is fragile, listening to citizens, addressing misinformation, and highlighting successes through media monitoring can strengthen accountability and build stronger community relations.
The chapter also reinforces the growing importance of data-driven decision-making in PR. Relying on intuition or outdated feedback mechanisms is no longer enough. Analytics now allow agencies to measure sentiment, track trends, and evaluate the effectiveness of campaigns. This shift from guesswork to evidence-based strategies reflects the blend of art and science that defines modern public relations.
The final chapter of Impactful Public Relations in Customs Management makes a compelling case that media monitoring is not just supplementary but indispensable. By documenting its role in Customs under Comptroller General Bashir Adeniyi, the authors show how listening to the media landscape goes beyond observation—it actively informs strategy, mitigates risks, and builds public trust.
For PR professionals, especially those in government, the book serves as both a guide and a call to action. In today’s information-saturated world, institutions can not afford to operate in the dark. Media monitoring provides the clarity needed to anticipate, rather than merely react to unfolding events.
Ultimately, the NCS case study demonstrates that strategic listening leads to tangible improvements in efficiency, security, and trust. While the chapter could have explored certain complexities more deeply, its central message is clear: in the digital age, media monitoring is not a luxury but a necessity. It reminds us that PR is not just about controlling narratives but about understanding and responding to the voices that shape them.
Credit:The Guardian