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Internal Communication as a Catalyst for Employee Engagement and Performance in Paramilitary Organisations Maiwada, Abdullahi Aliyu; Oshionebo, Barth
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 7, No 4 (2024): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v7i4.7982

In today's global landscape, organisations have shifted from conventional communication approaches to comprehensive strategies that are focused on engaging and motivating their employees. This change highlights the critical function of strategic internal communication, which is still emerging but increasingly important field of study and practice in business and private sectors. The modern workplace has seen a change in employees' roles, with workers taking on more duties previously related to public relations. This paper examines internal communication as a catalyst for employee engagement and performance in paramilitary organisations. The paper is based on the conceptual framework, which allowed for the evaluation of the existing knowledge for the purpose of relevance, consistency, replication, and refutation. This paper accepts the theoretical assumptions of the Two-Way Symmetrical Theory of Public Relations, which is based on a dual exchange of ideas. The paper argues that paramilitary organisations, like the Nigeria Customs Service, have internal communication procedures that are different from traditional corporate organisational structures. This discrepancy is distinctively noticeable given the agency's diverse responsibilities in revenue generation, trade facilitation, and the suppression of smuggling. The paper concludes that employee participation and job satisfaction mediated the relationship between internal communication and employees’ job performance.

Public Relations and Media Role in Peace Building in Nigeria Maiwada, Abdullahi Aliyu; Aondover, Perpetua Ogechi; Adewale, Olugbenga Charles; Falobi, Funmi; Onyejelem, Timothy Ekeledirichukwu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 1 (2025): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i1.8028

Public relations (PR) and media play crucial roles in peacebuilding in Nigeria, a nation with a diverse cultural, religious, and political landscape. In a country where ethno-religious conflicts, political tensions, and socio-economic disparities often lead to unrest, strategic PR and media efforts can foster dialogue, promote understanding, and build sustainable peace. The paper argues that PR professionals facilitate dialogue among conflicting parties by creating platforms for engagement, understanding, and negotiation. They design campaigns that promote mutual respect and tolerance. By sharing transparent and accurate information, PR efforts can bridge gaps between communities and institutions, fostering trust. PR and media are pivotal in shaping narratives, fostering dialogue, and building consensus in peacebuilding processes. By addressing challenges and adopting inclusive, transparent, and ethical approaches, these tools can significantly contribute to a more harmonious Nigeria. Conflicts are becoming more complex in more institutions and are involving multiple issues as well. Handling such conflicts enhance the client’s ability to function successfully in a volatile environment. In other words, more organizations have the potential for conflict that needs to be resolved than ever before. Skills are needed by public relations managers to evaluate the divergent interests of different groups to formulate alternatives that will satisfy the parties involved in the dispute. The paper concludes that PR and media work together to suppress divisive narratives by promoting content that emphasizes shared values and diversity. In times of unrest, PR teams communicate clear, accurate, and timely information to mitigate panic and prevent escalation. Media organizations must adopt conflict-sensitive reporting, avoiding sensationalism and inflammatory language.

Leveraging Data Analytics for Effective Public Relations Practice in Nigeria Customs Service Maiwada, Abdullahi Aliyu; Adeogun, Folusho; Muhammad, Aliyu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 8, No 2 (2025): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v8i2.8079

In today’s digital age, data analytics has become a powerful tool for enhancing public relations (PR) strategies, especially in public sector institutions like the Nigeria Customs Service (NCS). This study explores the role of data analytics in enhancing public relations (PR) practices within the Nigeria Customs Service (NCS). As public institutions face growing demands for transparency, accountability, and stakeholder engagement, the integration of data-driven strategies in PR becomes increasingly vital. This research examines how data analytics tools and techniques can support the NCS in monitoring public sentiment, evaluating communication effectiveness, managing crises, and shaping strategic messaging. Using content analysis data from media sources, and operational metrics, the NCS can foster a more responsive and informed public relations framework. The paper highlights case examples, identifies current challenges, and offers recommendations for institutionalizing data analytics in PR operations to build trust, improve public perception, and support organizational goals within the broader context of digital governance in Nigeria. The paper concludes that in an era where data-driven decision-making defines institutional credibility and stakeholder engagement, the Nigeria Customs Service stands to gain significantly by integrating data analytics into its public relations practice.

Reconfiguration of Media Communication in the Age of AI and Inequality Aondover, Eric Msughter; Aondover, Perpetua Ogechi; Maiwada, Abdullahi Aliyu
Feedback International Journal of Communication Vol. 2 No. 3 (2025): September 2025
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/fijc.v2i3.195

Artificial Intelligence (AI) is transforming the production, distribution, and consumption of information within digital media ecosystems. While AI offers unprecedented opportunities for innovation, efficiency, and personalization, it also risks deepening existing socioeconomic and digital inequalities. This study explores the complex relationship between AI, media access, and inequality in the digital era. This exploratory research employed a descriptive approach by analyzing secondary sources, including academic literature, media reports, policy documents, and online resources related to AI and digital media. Data were synthesized to identify patterns of structural injustices and regulatory challenges in both the Global North and Global South. The findings indicate that AI-driven tools such as automated journalism, algorithms, deepfake technologies, and generative models are reshaping traditional media workflows. While these innovations enhance efficiency and personalization, they also introduce concerns related to bias, misinformation, opacity in corporate practices, and the erosion of editorial authority. The analysis further reveals that structural inequalities and regulatory gaps mediate the benefits of AI, often privileging technologically advanced actors while marginalizing underserved groups. The study concludes that although AI has the potential to revolutionize media practices, its integration into digital ecosystems risks widening digital divides and reinforcing power asymmetries. Without inclusive policies, ethical leadership, and equitable access frameworks, AI may consolidate control in the hands of a few, thereby undermining media pluralism and social equity.

Climate Change, Gender and Media in Nigeria: Mainstreaming Gender in Climate Change Reporting Falobi, Funmi; Solo-Anaeto, Margaret; Joy, Joseph Ifeoluwa; Maiwada, Abdullahi Aliyu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 9, No 2 (2026): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v9i2.8202

Climate change represents one of the most pressing global challenges, with far-reaching impacts across social, economic, and environmental systems. However, its effects are not evenly distributed, as existing inequalities shape differential vulnerabilities among populations. This paper interrogates the gendered dimensions of climate change, arguing that women and marginalised groups particularly in developing countries, experience disproportionate impacts due to entrenched socio-economic, cultural, and political disparities. Based on secondary data from the existing literature, the study highlights how climate change exacerbates challenges related to health, food security, water access, livelihoods, education, and exposure to violence, thereby reinforcing gender inequality. Anchored in framing theory, the paper analyses how media representations influence perception, agenda-setting, and policy prioritisation. It argues that the media serves as a powerful agent in raising awareness, amplifying marginalised voices, and promoting gender-sensitive narratives that can drive inclusive climate action. Through illustrative case studies from Nigerian print media, the paper demonstrates emerging efforts and best practices in mainstreaming gender into climate reporting, while also identifying gaps in representation and depth of coverage. The paper concludes that effective climate action requires the integration of gender perspectives into communication, policy, and practice.

Internet Memes as Alternative Frames in Global Media Coverage of the Gaza Conflict Solo-Anaeto, Margaret; Falobi, Funmi; Maiwada, Abdullahi Aliyu; Joy, Joseph Ifeoluwa
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 9, No 2 (2026): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v9i2.8203

The rapid evolution of digital communication technologies has significantly transformed the ways in which global audiences access and interpret international news, with social media platforms emerging as dominant channels of information dissemination. Within this digital ecosystem, internet memes have evolved from mere entertainment artifacts into powerful tools of communication that shape political discourse and public opinion. This paper examines the role of internet memes as instruments of international coverage of the Gaza War, exploring their capacity to simplify complex conflict narratives, influence audience perceptions, and contribute to the framing of global events. Within the context of the existing literature, the paper conceptualises memes as participatory media forms that combine visual and textual elements, enabling rapid circulation, emotional engagement, and ideological expression across diverse audiences. Using Framing Theory, the paper analyses how memes selectively present aspects of the Gaza conflict, emphasizing particular viewpoints, emotions, and interpretations while potentially marginalising others. The paper argues that memes function as alternative communicative frames that can both legitimize and delegitimize political actors, amplify humanitarian concerns, and foster global solidarity. At the same time, their brevity, humor, and symbolic nature pose risks of oversimplification, misinformation, and ideological distortion, particularly within the fast-paced and algorithm-driven environment of social media. The paper concludes that internet memes occupy a dual position as both facilitators of engagement and potential sources of distortion in international conflict reporting. As digital culture continues to evolve, memes will remain central to how global audiences consume, interpret, and respond to international events.

Communicating the Results of Capacity-Building Initiatives More Effectively: Nigeria Customs Service (NCS) Experience and Lessons Learned Maiwada, Abdullahi Aliyu
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 9, No 2 (2026): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v9i2.8194

Capacity building has become a central pillar of institutional reform in public sector organisations, particularly in customs administrations that operate at the intersection of trade facilitation, national security, and revenue generation. However, the effectiveness of such initiatives depends not only on technical reforms but also on the ability of institutions to communicate their outcomes to internal and external stakeholders. This paper examines the strategic communication framework adopted by the Nigeria Customs Service (NCS) in communicating the results of its capacity-building initiatives. Based on institutional reforms implemented in alignment with the Nigeria Customs Service Act of 2023, the paper analyses communication practices related to institutional modernisation, human resource development, and stakeholder engagement. Using empirical examples such as the Time Release Study (TRS), Advance Ruling system, Authorised Economic Operator (AEO) programme, and the B’Odogwu indigenous customs management system, the paper demonstrates how communication strategies transformed technical reforms into measurable institutional credibility and stakeholder trust. The paper situates the NCS experience within broader theoretical discussions on strategic communication, public sector transparency, and trade facilitation governance. The paper argues that communication that emphasises transparency, evidence-based messaging, and stakeholder participation can significantly improve compliance behaviour, institutional legitimacy, and policy outcomes. The paper concludes that communication should be integrated into the design of capacity-building initiatives from the outset, rather than treated as a post-implementation publicity exercise.

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