Musa Na Allah Sokoto
The Nigeria Customs Service has emphasized the train its officers of the public relations unit on the techniques of story writing and communication skills in the digitalized system.
The NCS in a statement made available to journalists said in a digitalized world with many technological disruptions there is a need to upgrade public relations Officers with digital communication skills aimed at making their work easier.
It also said the service identified the need for the enhancement of digital communication skills of officers in all its public relations units on crisis and internal communication skills as it relates to effective storytelling in the digital age.
The NCS organized a three-day training and retreat with the theme “Upscaling PR Tools and Strategies for Optimum Performance” for its public relations officers across the nation at the service training College in Ikeja, Lagos state.
According to the NCS National Public Relations Officer, Deputy Comptroller, Timi Bomodi the training was organized to equip officers of the Service, and spokespersons with advanced skills on the use of social media for public communication and how to detect and manage crises in the present age using digital tools in writing stories.
“The aim of this event is to strengthen our Public Relations Officers in managing and responding effectively to issues in the present digital age.
“This is considered necessary due to vital roles played by Nigeria Customs in protecting the nation’s borders and contributing to the economic development of our dear nation.”
The three-day event featured lectures and practical sessions by seasoned public relations practitioners, scholars, and broadcast journalists.
It is a part of the ongoing intellectual empowerment programs aimed at strengthening the capacity of the officers of the Nigeria Customs Service.
The Editor-in-Chief. PRNigeria, Mr Yushau Shuaib facilitated the session on the use of social media for public communication and contemporary issues in media relations while Ganiu Okunnu of the Department of Public Relations and Advertising, Lagos State University conducted the simulation sessions on crisis management tips in the digital age and harnessing internal communication for reputation management.
In his presentation on ‘Effective Public Communication in a Digital Age,’ Yushau Shuaib of PRNigeria, said the advancement in technology has transformed public relations with social media expanding the channels used to engage with new audiences in building reputations.
He said: “With the Immediacy of social media, some of the characteristics of online PR campaigns include deployments of hypertextuality by utilizing hyperlinking and web -Linking to posts.
He stated that the multimodality of integrating video, audio, and images in Digital media platforms enhances interactivity through comments and engagements.
“The notable tools of engagement are computers, smartphones, editing software, search engine, and sharing platforms,” he added
Speaking on the theme of the program, the Commandant Customs Training College (CTC), Ikeja, Comptroller Kalamu Ayinde Aremu pointed out that the management of the online reputation and brand identity of an organization through the purposeful use of digital and social technologies are essential in the digital age.
He urged Customs spokesperson to utilize Digital Media for Public communications in which he said “Public communicators should develop a passion for their profession through being innovative and creative in their messaging, especially in this digital age.”
The two speakers at the occasion, Mr. Ganiu Okunnu of Lagos State University (LASU) and Abayomi Adisa of the British Broadcasting Corporation (BBC) in their different presentations on crisis communication and Story Telling urged participants to utilize modern tools of engagement as they practice their profession, adding that doing so would help them sustain mutual relationships with their targeted audiences.