Kano State Governor, Alhaji Abba Kabir Yusuf, has urged government agencies and institutions to recognize Public Relations (PR) as a vital tool for growth and stakeholder confidence.
Governor Yusuf gave the charge at the opening of the Nigerian Customs Service Public Relations Unit 2025 Annual Workshop, held at Bayero University, Kano.
The Governor, who was represented by his Director General, Media and Public Relations, Sanusi Bature Dawakin-Tofa, described PR as one of the most challenging professions, where practitioners are rarely celebrated for success but are quickly blamed for shortcomings.
He explained that in today’s fast-changing media landscape, PR has gone beyond routine press releases and ceremonial announcements, stressing that institutions must leverage professional communication to earn credibility, build public trust, and maintain relevance.
Speaking on the theme “Beyond Masters of Ceremonies: The Strategic Role of Public Relations Officers for Institutional Growth and Stakeholder Trust,” Governor Yusuf said PR officers are not mere ceremonial figures but professionals who shape public perception, manage reputations, and communicate policy directions.
He added that without effective PR, government programmes and policies may fail to connect with citizens, thereby weakening accountability and citizen participation in governance.
Governor Yusuf noted that his administration’s open and media-friendly approach has strengthened public confidence in Kano, and encouraged PROs across the country to embrace innovation, technology, and data-driven strategies while remaining authentic and empathetic.
He further stressed that artificial intelligence, digital analytics, and social media engagement are new frontiers PR professionals must master to stay relevant, but warned that no technology can replace human values of honesty, empathy, and responsibility in communication.
The Governor commended the Nigerian Customs Service and its spokesperson, Assistant Comptroller Abdullahi Maiwada, for organizing the workshop, which he described as a timely platform for advancing professionalism in PR practice.
He also congratulated the participants, urging them to take full advantage of the training to improve their skills, strengthen their institutions, and contribute to national development.
