The Federal Board of Revenue (FBR) has established the Directorate General of Communication and Public Relations within Pakistan Customs. This new directorate aims to modernize the department’s media outreach, public awareness campaigns, and promotional strategies on a national scale.
A formal SRO No. 1954 has been issued to this effect. According to the SRO, the Director General’s Office will be based in Islamabad and will report to the Member Customs Operations at FBR Headquarters.
The DG Office will coordinate closely with all regional offices of Pakistan Customs. Three key appointments have been made for the Directorate General of Communication and Public Relations, Customs Islamabad. The DG will lead the strategic policy direction, media strategy, public awareness initiatives, and the department’s digital presence.
The directorate will be responsible for promoting a positive image of FBR and Pakistan Customs, as well as issuing timely responses to negative or misleading reports. It will develop and implement comprehensive communication and PR strategies, effectively disseminate information about reforms, legal amendments, and policy changes, and engage media and PR experts or private firms when needed.
The directorate will inform both internal and external stakeholders about laws, policies, and reforms. It will conduct national awareness campaigns, conferences, and workshops to highlight the positive role of Pakistan Customs.
Acting as the official spokesperson of Pakistan Customs, the directorate will liaise with the media, counter fake news and misinformation, clarify official positions during crises, manage the official website and social media platforms, and oversee the publication and distribution of legal, educational, and informational materials.
It will also use modern digital tools to evaluate campaign performance, monitor cybercrime and defamation cases, establish a Customs Help Desk, and develop an effective complaint redressal mechanism under Section 7 of the FBR Act 2007 to handle public grievances efficiently.
To address potential implementation challenges, an Anomaly Committee has been formed, comprising the Director General (Chairman), Director Headquarters (Member), and Secretary Law & Procedure (as Committee Secretary). This committee will submit its report to the FBR within 30 days to make the Directorate General of Communication and Public Relations fully functional and effective.
