During a recent in-house Public Relations class, the resource person emphasised the need for effective employee relations which can foster a productive work environment, leading to increased employee satisfaction, loyalty and productivity.

He added that it can also help attract and retain talented employees, reduce turnover, and minimise conflicts and disputes in the workplace.

Employee relations include strategies that can increase satisfaction, motivation and commitment to an organisation. Among them are effective channels of communication; systems for evaluating performance; appropriate mediation procedures for conflict resolution; opportunities for enhancing skills and knowledge, and professional development programmes.

After insisting that rewards and recognition are essential in managing the relationship between an employer and its employees, the resource person played an audiovisual of an event involving a head and the spokesperson of an organisation.

The video was about the Comptroller-General of the Nigeria Customs Service (NCS), Bashir Adewale Adeniyi, and the agency’s spokesperson, Abdullahi Aliyu Maiwada. The CG, an accomplished Public Relations professional, is a Fellow of the Nigerian Institute of Public Relations (NIPR), while Maiwada is a consummate communicator.

The resource person asked the participants to watch and give opinions about what transpired at an award ceremony during the International Customs Day Celebration in Lagos. Maiwada, the Master of Ceremony, invited an officer to receive an award on behalf of the PR unit which manages relationships with government agencies, business partners, citizens and the media through communication, transparency and feedback.

After climbing the stage to make the presentation, CG Adeniyi began this way: “Since the PRO was humble about it, I need to make a few disclosures.” The chief admitted that Maiwada, the Head of PR Unit, made nominations for some of the categories for awards but deliberately omited his name or that of the team.

“When the categories of the award were named, the organising committee agreed with all of them. When the list came to me, I said this is about stakeholders’ engagements and nobody does it more than the PR department. Maiwada has done it very well; he has made the best use of every opportunity he has,” Adeniyi noted.

“He did not nominate himself so I told the organising committee that he deserves an award and they agreed. The following morning, I got a message thanking me for making him (Maiwada) an award winner; however, he requested that instead of him, I should reward the unit since he didn’t do it alone. I was touched and I agreed.”

The Customs boss then invited the President of the Nigerian Guild of Editors (NGE), Mr Eze Anaba, to make the presentation to staff members of the PR Unit who were in attendance. Adeniyi’s act exemplified, to many of us in the audience, is essence of great leadership which inspires, motivates and rewards excellence.

It was not just a touching moment; it was a practical demonstration of public relations techniques effectively used to enhance employee productivity. That Maiwada chose to ignore the credit he rightly deserves for diligently carrying out his job as Customs’ image maker speaks volumes of his humility. Very few persons can resist the urge to accept honour when such opportunities beckon.

But in the view of the NCS spokesperson, which is the immutable fact, it was not his singular efforts that fetched their PR unit the award. Teamwork and cooperation made it possible, hence, they should collectively bask in the euphoria of bagging the award hitherto reserved for their principal – CSC Maiwada.

In the final analysis, I believe the NCS is endowed with an erudite and decorated officer in CGC Adeniyi and an efficient spokesperson, Maiwada. Greatly skilled in the art of corporate branding PR, and deploying it to advance the course of the agency while actualising its core mandate, the Customs chief and spokesperson are in a league of their own.

In these distinguished career officers, one can cultivate the virtues of straightforwardness, professionalism, passion for service and genuine modesty without comprising ethical values, beliefs and principles for any form of inducement, regardless of the circumstance.

Similarly, the scenario serves as a compelling case study on the importance of recognising and celebrating the efforts of individuals and teams. The effect of this thoughtful gesture also serves as a beacon for fostering a culture of appreciation. As future PR professionals, we can glean key takeaways from this scenario that can shape our approach to public relations.

Kabir Abdulsalam is with PRNigeria Centre, Abuja.