THE ROLE OF EFFECTIVE
COMMUNICATION STRATEGY AS A VERITABLE TOOL TO DEEPEN TRADE FACILITATION
By: Assistant Compt Abdullahi Aliyu Maiwada, PhD; National Public Relations Officer of Customs
• The global economy is entering a transformative era defined by
sustainability, innovation, and a decisive pivot toward renewable energy
and energy-efficient technologies. At the heart of this transition lies trade
facilitation.
“Trade facilitation is not only about simplifying procedures; it’s about building trust, transparency, and collaboration across borders. Effective
communication is the glue that holds this process together” (UNCTAD, 2022).
• Yet, no trade system can function optimally without effective
communication. Communication is the connective tissue that binds policy
to practice, stakeholders to strategy, and innovation to implementation.
• For Customs administrations like the Nigeria Customs Service (NCS),
strategic communication is not a luxury but a necessity. It enables clarity, builds trust, reduces bottlenecks, and fosters the collaborative ecosystem needed to support the green economy
• To explore how an effective communication strategy
can serve as a transformative tool to deepen trade facilitation in Nigeria, specifically focusing on promoting the adoption and seamless movement of
renewable energy and energy-efficient technologies through the Nigeria Customs Service.
Objectives
• To establish the theoretical foundations that link strategic communication to efficient trade facilitation.
• To examine global best practices and benchmark case studies that demonstrate the impact of communication on trade facilitation.
To critically analyse the existing communication architecture, channels, and practices within the Nigeria Customs Service, identifying gaps, strengths, and areas for improvement in the context of trade faclitation
• To design a robust, adaptable, and inclusive communication strategy tailored to the unique demands of the renewable energy and energy-effcient technology sector
• To propose actionable, policy-relevant recommendations that can enhance
stakeholder engagement, improve compliance, reduce clearance times, and position the Nigeria Customs Service as a proactive enabler of green trade and investment.
Conceptual Clarification: Understanding Trade Faciltation
• Trade facilitation involves simplifying, modernising, and harmonising interm atio nal trade procedures to reduce delays and costs. According to the World Trade
Organisation (WTO, 2015), the Trade Facilitation Agreement (TFA) is designed to improve the efficiency of Customs processes by enhancing transparency,
stre am lining documentation, and expediting the movement, release, and clearance of goods.
Studies have shown th at effective implementa tion of trade facilitation measures can reduce trade costs by up
to 14.3% for low-income countries (WTO, 2015).
Conceptual Clarification: Renewable Energy and Energy-Eficient Technologes in Trade
•Renewable energy and energy-ef ient technologies are essential for meeting global sustainability and clim ate goals. However, UNEP (2021) and IRENA
(2020) highlight that high tariffs, non-tariff barriers, infrastructural gaps, and limit ed stakeholder awareness often impede trade in these technologies.
• According to UN CTAD (2022), add ressing these challenges requires streamlined customs and regulatory procedures and effective interagency
communication to ensure consistency, transparency, and timely clearance of green technology goods.
Communication Strategy: Definition and Relevance
A communication strategy is a structured approach to delivering messages that inform, influence, and engage stakeholders. In customs operations, it aligns internal processes with external expectations.
TYPES OF COMMUNICATION
Communication
• Internal: Within NCS (of fcers,
departments)
•External: With stakeholders (importers,
exporters, other government agencies)
Key Principles of an Effective Communication Strategy Clarity and Simplicity
• Accuracy and Consistency
• Timeliness and Relevance
Accessibility and Inclusivity
• Feedback Mechanisms
Shannon-Weaver Model of Communication
• This model, developed by Claude Shannon and Warren Weaver
(1949), describes communication as a linear process involving a sender, a message, a channel, a receiver, and noise. In th context of trade, ‘noise’ can manifest as: Semantic Noise: Ambiguous tariff classif cations or technical jargon.
• Technical Noise: System failures in electronic data interchange (ED).
Organisation al Noise: Bure aucratic red tape and complex procedures.
• The NCs, as the sender, must ensure messages (regulations, the receiver (traders) accurately receives information.
Two-Way Communication Model
Building on the Shannon-Weaver model the Two-Way Communication Model emphasises the importance of feedback. Schramm (1954) described effective communication as a cyclical process where the receiver becomes the sender, providing feedback that allows for clarification and mutual understanding.
In trade facilitation, this translates to:
Consultation mechanisms. The NCS should actively seek input from traders on proposed regulations.
Feedback channels: Establishing platforms for traders to report issues and receive timely responses.
This model is crucial for the NCS to adapt processes and ensure they are practical and effective for stakeholders.
Stakeholder Theory
Developed by Freeman (1984), Stakeholder Theory posits that an organisation’s
success depends on managing the relationships with various groups that have a stake in its activities. In the context of the NCS and trade facilitation, these stakeholders include:
Importers and Exporters (of renewable energy technologies)
• Customs Brokers and Agents
•Other Government Agencies (eg. Standards Organisation of Nigeria – SON, Federal Ministry of Power)
• International Organizations (e.g., World Customs Organization – WCO, World Trade
Organization – WTO)
•Local Communities
Each stakeholder group has unique inform at ion needs and communication
preferences. The NCS must adopt tailored communication strategies to engage with role of Strategic Communication in Trade
Facilitation
Reducing Transaction Costs
Minimising Delays
Enhancing Predictability
Promoting Compliance
Developing an Effective Communication Strategy for the NCS
• Proposed Communication Channels and Tools
• Implementing and Evaluating the Communication Strategy
•Establish Key Performance Indicators (KPls)
Proposed Communication Channels and Tools
Dedicated Online Portal/Microsite: A dedi cated section on the NCS website, or
a separate microsite, focused explicitly on trade in renewable energy and
energy-efficient technology. This portal should include:
• Comprehensive inform at ion on tariff classifications, import/export
procedures, and regulatory requirements.
A searchable database of relevant standards and certifications.
• Links to relevant government agencies and industry associations.
• A user-friendly interface with mutilingual support.
Targeted Webinars and Workshops: Interactive sessions to educate
stakeholders on specific procedures, regulations, and new developments in the
sector. These could be organised in collaboration with industry associations and experts.
User-Friendly Guides and FAQs: Develop clear and concise guides, fact sheets, and
FAQs that address common queries related to the import/export of renewable
energy technologies. These materials should be available in multiple formats (eg. PDF, print, video).”
Dedicated Helpdesk/Contact Points: Establish a dedicated helpdesk or contact
points within the NCS to provide direct support and assistance to traders. This could include a telephone hot line, email support, and online chat. Collaboration with Industry Associations: Partner with relevant industry association:
(e.g, the Renewable Energy Association of Nigeria – REAN) to disseminate
information to their members, gather feedback on the effectiveness of
communication efforts and organise joint training programs and workshops.
Utilizing Social Media and Digital Platforms
Implementing and Evaluating the Communication Strategy
Implementing the communication strategy should be phased and iterative, with continuous monitoring and evaluation. Key steps include:
• Develop an Implementation Plan
• Allocate Resources
• Train NCS Personnel
Establish Key Performance Indicators (KPİs):
Website traffic and user engagement (e.g., num ber of visits, time spent on
site). Number of inquiries received and response times.
• Stakeholder satisfa ction (measured through surveys and feedback Reduction in trade disputes re lated to misclassification.
• Increased compliance with regulations.
• Regular Review and Update
Best Practices in Global Trade Communication
Transparency and Accessibility of Information: The WTO’s Trade
Facilitation Agreement (TFA) emphasises the importance of making trade-related information publicly available. Article 1 of the TFA mandates that members publish information on import, export, and transit procedures, including: Tariff classifications, Rules of origin, Customs regulations and Appeal procedures.
In 2023, the Organisation for Economic Co-operation and Development (OECD) posited that the Customs Administrations of New Zealand and Sweden ranked highly in information availability advance rulings, and procedural streamlining.
New Zealand Customs, for instance, maintains a user-friendly digital portal that provides real-time updates, compliance guides, and stakeholder engagement tools. Similarly, Sweden’s Customs Authority
proactively publishes regulatory changes and facilitates stakeholder consultations through accessible digital platforms (WCO, 2021).
Utilising Digital Platforms: Digitalisation is transforming trade communication.
Examples include Single-Window Systems, Automated Systems, and Mobile
Applications, which provide traders with real-time updates and access to
information on their mobile devices.
Proactive Stakeholder Engagement: Beyond simply providing information, leading Customs administrations actively engage with stakehlders through:
Regular Consultative Forums, Advance Ruling Systems and Public-Private
Partnerships.
Multilingual Communication: In a globalised trade environm ent, communicating in multiple lanquages is crucial. The European Commission. for example, provides Information
Case Study 1:The European Union’s Access2 Markets Portal.
The Access2 Markets portal is a comprehensive online resource that provides businesses with information on:
Tariffs and duties, Rules of origin, Product requirements, Trade agreements and Export procedures. Its impact includes increased transparency, reduced search costs for traders, and enhanced utilisation of trade preferences. The portal exemplifiès how a well-designed ommunication to ol can empower businesses, especially SMEs, to participate in international trade.
In essence, the Access2 Markets Portal acts as a single online hub providing businesses with the knowledge and
resources they need to navigate international trade successfully, understand and utilise EU trade agreements, and ultimately expand their operations into new markets.
Case Studies 2: Singapore’s TradeNet
Singapore’s TradeNet is a pioneering electronic single window system that integrates over 35 government agencies and facilitates the exchange of trade-related information. Its key features include: Electronic submission of trade documents, Real-time status updates and
Automated permit processing.
The success of Trade Net is attributed to: Strong government support and commitment, extensive stakeholder consultation during development, user-friendly design and continuous improvement, clear and consistent
communication throughout the implementation process.
Communication for Trade Facilitation in Renewable Energy and Energy Efficient Technology in NCS
Current Communication Channels and Their Effectiveness
The NCS currently utiises various communication channels, including
• NCS Website
Traditional Media (dedicated radio and TV station) Social Media,
• Monthly Newsletters
Help desk (Email and dedicated phone lines, Chat Platforms) Strategic Stakeholders Engagement.
SWOT Analysis of Current Communication
Approach (in the context of renewable energy and energy efficient technology)
Strength: There are formal channels (website, helpdesk contacts, social media and meetings) and recent efforts towards
digitalisation (e.g., B’odogwu, NIT, Geospatial Intelligence, etc).
Weaknesses: Our website may not be user-friendly for specific technology
information, circulars may not reach all relevant stakeholders promptly, dig ital tools for real-time communication and feedback are limited, and there are no dedicated channels for the renewable energy sector.
Opportunities: Leveraging digital platforms to enhance information dissemination,
developing targeted communication strategies for specific stakeholder groups, and building capacity within the NCS for effective communication techniques.
Threats: Misinformation and rumours that can disrupt trade, resistance to change from some stakeholders, inadequate human/material re sources, and funding for communication initiatives.
Specific Communication Needs for Renewable Energy and Energy-Efficient Technology
This sector presents unique communication challenges due to;
• Technical Complexity
Evolving Technologies
Specialised Regulations
Tariff Classification Challenges
Need for clarity on incentives
Communication Gaps and Challenges in NCS
Inconsistent messaging and limited feedback mechatisms
• Technical language barriers for non-expert stakeholders
Resistance to policy changes due to poor sensitization
• Inadequate sensitisation on green imports
• Communication is often unidirectional (top-down)
• Lack of tailored messaging for green energy stakeholders
Limited inter-agency visibility of NCS processes
The Role of Effective Communication in Addressing Challenges
• Reducing Misclassifications and Disputes
• Ensuring Compliance with Environmental Regulations
• Facilitating the Adoption of New Procedures
Way Forward
• Developing a Multi-Channel Communication Framework
Establishing Feedback and Dialogue Mechanisms
Regular town halls, stakeholder advisory panels, and online suggestio boxes Targeted Sensitisation Campaigns focused on renewable energy procedures, tariff exemptions, and fast-track schemes
Capacity Building for Customs Officers
Training in stakeholder engagement, digital communication tools, and green trade literacy Surveys
Focus on Renewable Energy/Green Trade Procedures
Integration with Trade Facilitation Tools such as Authorised Economic Operators (AEOS), and Advance Ruling
Strategic Alignment with National and Global Goals
Alignment with Nigeria’s Renewable Energy and Energy Eficiency Policy
Alignment with AfCFTA Trade Facilitation Protocols
Alignment SDG 7 (Affordable and Clean Energy) & SDG 13 (Climate Action)
Key Takeaways
• Effective communication reduces transaction costs, minimises delays, and enhances predictability.
• The WTO TEA and other global best practices emphasise the importance of transparency, digitalisation, and
stakeholder engagement.
• The NCS needs to address the specify communication challenges posed by the renewable energy sector’s technical complexity and evolving nature.
• A comprehensive communication strategy, incorporating range of channels and tools, is essential for achieving
these goals.
Conclusion
• In to day’s fast-evolving global trade environment, the strategic deployment of effective communication is not just a supportive function; it is a catalyst for transformation.
• Effective communication is the bridge between policy and practice. When used deliberately and strategically, it
strengthens institutional credibility and deepens trade facilitation in ways that drive economic growth, enhance
environmental sustainability, and bolster national energy security. The future of trade is green, digital, and fast, and the time to act is now.