Organization, Functions, and Jurisdiction of the Directorate General of Communications and Public Relations, Customs

GOVERNMENT OF PAKISTAN 1 (REVENUE DIVISION) FEDERAL BOARD OF REVENUE •ft A A A Islamabad, the 9th October, 2025. NOTIFICATION (CUSTOMS) S.R.O. l^/S ^(I)/2025.- In exercise of the powers conferred by sections 3BBB, 3E, and 3F of the Customs Act, 1969, (IV of 1969), the Federal Board of Revenue is pleased to notify organization of the Directorate-General of Communications and Public Relations, Customs, its sub-ordinate offices and Regional Directorates, and appoint the following, namely: - (a) the officers specified against S.No 1 in column 2 of the Table below to be the Director General, Directorate-General of Communications and Public Relations, Customs, Islamabad for the functional jurisdiction specified in corresponding column (3) thereof; ') the officer specified against S.No 2 in column (2) of the Table below to be the Director (Headquarters), Directorate-General of Communications and Public Relations, Customs, Islamabad for functional jurisdiction specified in corresponding column (3), thereof; (c) the officer specified against S.No 3 in column (2) of the Table below to be the Director (Integrated Communications), Directorate-General of Communications and Public Relations, Customs, Islamabad for functional jurisdiction specified in corresponding column (3), thereof; and (b) the Additional Directors, Deputy Directors, Assistant Directors, officers, and officials of Customs with any other designation, or contract employees or the domain experts deputed from public or hired from private sector, as are required, to be the respective officers of Customs of those functional areas, namely:- TABLE S.N Designation of the Area of Functional Jurisdiction Officer (1) (2) ______________________(3)_________:_ 1. Director General of the The Directorate General of Communication and Public Directorate General of Relations, Customs shall have its Headquarters at Communication and Islamabad, including the offices of the Director (Headquarters), and Director (Integrated Communication),

Public Relations, Customs, Directorate of Communication and Public Relations, TIslamabad Customs, Islamabad. The Director General shall report to the Member Customs (Operations), Federal Board of Revenue, Islamabad. The jurisdiction of the Director General of Communication and Public Relations, Customs extends to the whole of Pakistan and he shall be responsible to carry out the following functions, namely: - A. Strategic Leadership & Oversight (i) oversee effective operations of all offices and personnel under the Directorate General, including administration, finance, FIR, procurement, and infrastructure; (ii) lead development, implementation, and continuous improvement of the Communication and Public Relations Strategy (CPRS) aligned with Customs' goals; (iii) support the Board in implementing change management initiatives arising from reforms, legal amendments, or policy shifts in Customs related domains; (iv) conduct need analysis and propose human resource strategy for implementing the CPRS; (v) hiring services of suitable service provider(s) on contract basis to support the development and implementation of CPRS and ancillary activities; B. Communication & Stakeholder Engagement (i) ensure clear communication of rules and procedures to internal and external stakeholders; (ii) ensure proactive stakeholder engagement using all modern communication tools and channels; (iii) oversee the planning and execution of awareness campaigns, conferences, workshops, seminars, and media campaigns for all Pakistan Customs stakeholders; (iv) oversee planning and execution of communication campaigns to foster positive perception and image of Pakistan Customs; (v) ensure coordination with all relevant departments to ensure an integrated media strategy on FBR related initiatives; (vi) support Board in matters related to strategic communications; C. Media & Public Relations (i) serve as the official spokesperson for Pakistan Customs, representing the organization in all public and media communications; (ii) lead perception management initiatives to convey the true context of Customs’ work.

(iii) approve communication material and supervise crisis communication responses; (iv) monitor and respond to fake news, misinformation, and malicious media campaigns; D. Digital Presence & Information Dissemination (i) oversee maintenance of the official website and social media handles; (ii) oversee the creation and maintenance of Pakistan Customs’ official website and social media channels; (iii) ensure collection and timely dissemination of information about ongoing operations and achievements; (iv) oversee the timely printing and publishing of Pakistan Customs’ newsletter, legal statutes, and educational literature; (v) lead the design, production, and dissemination of newsletters, legal publications, and educational content; E. Legal, Crisis & Reputation Management (i) supervise crisis management teams and develop communication manuals; (ii) approve filing of criminal cases under PECA 2016 and other applicable laws; (iii) coordinate with FBR Legal Wing to support in prosecution of cases involving breach of confidentiality or defamation; (iv) oversee operation of Customs Help Desk and ensure robust complaint redressal mechanisms in respect of all formations of Customs; (v) ensure that robust complaint mechanisms are incorporated, responded to, and monitored within Pakistan Customs website for complaint redressal under Section 7 of the FBR Act, 2007; F. Reporting, Evaluation & Compliance (i) conduct post-implementation reviews of CPRS; (ii) coordinate the responses to queries raised under the Right of Access to Information Act, 2017; (iii) approve reports, analytics, and internal communications to inform the Board; H. Change Management Communication (i) lead the design and implementation of communication strategies supporting organizational reforms, legal amendments, and procedural updates; (ii) coordinate closely with relevant Customs departments and reform teams to align messaging with change management goals; (iii) ensure clear and timely dissemination of change- related updates through all communication channels;

(iv) monitor stakeholder feedback and sentiment related to reforms, and adjust communication approaches accordingly; (v) report on the effectiveness and impact of change- related communication to the Board; G. Other Responsibilities (i) supervise procurement activitiesactivities related to communication tools, media services, awareness materials, publications, and campaign logistics in alignment with public sector rules and organizational needs; (ii) disseminate motivational material and organize activities to promote organizational cohesion; and (iii) perform any other functions assigned by the Board. 2 Director (Headquarters), A. Administrative Support, Procurement & Directorate of Coordination Communication and (i) provide operational support to the Director General by Public Relations, Customs, overseeing administrative, HR, financial, Islamabad procurement, and infrastructure functions of the Directorate; (ii) manage the Directorate's records and ensure secure, organized documentation; (iii) prepare proposals for contracting private sector experts in alignment with identified communication needs; B. Strategic Execution & Policy Support (i) assist in development and periodic review of the 1 CPRS; (ii) translate strategic directions of the Director General into actionable project and communication plans; (iii) coordinate communication activities in line with project cycles, milestones, and deliverables; C. Campaign Management & Public Engagement (i) supervise implementation of communication and awareness campaigns for internal and external stakeholders; (ii) organize conferences, seminars, and stakeholder outreach events in collaboration with the Integrated Communication team; (iii) ensure timely and accurate dissemination of information on Customs operations and achievements; (iv) respond promptly to misinformation, ensuring alignment with Board directives; D. Crisis & Legal Communication Management (i) support the Director General in managing communications during crises and emergencies;

(ii) lead internal crisis response teams and contribute to crisis communication policy development; (iii) initiate and coordinate legal actions related to defamation, misinformation, or data breaches under applicable laws; E. Media Liaison & Coordination (i) act as a supporting media liaison for Pakistan Customs under the guidance of the Director General; (ii) coordinate media activities and ensure alignment with the Director General’s role as the official spokesperson; (iii) collaborate with the Director (Integrated Communication) to prepare briefings, talking points, and official content; (iv) collaborate with the Director (Integrated Communication) to prepare briefings, talking points, and official content; F. Stakeholder Coordination & Reporting (i) collaborate with Customs formations and external stakeholders for consistent communication delivery; (ii) prepare responses under the Right of Access to Information Act, 2017, in consultation with the Director General; (iii) support the Director General in arranging and documenting key meetings, ensuring follow-up and compliance; G. Other Responsibilities (i) promote internal cohesion through support for motivational campaigns and organizational events; (ii) carry out tasks assigned by the Director General or the Board; (iii) support motivational and unity campaigns; and (iv) perform any other duties assigned by the Director General or Board.___________________________ 3 Director (Integrated A. Integrated Media Strategy & Content Development Communication), (i) develop and implement comprehensive Directorate of communication strategies across electronic, print, Communication and and digital platforms; Public Relations, Customs, (ii) coordinate messaging to ensure consistency of tone, Islamabad branding, and content across all communication modes; (iii) design, update, and disseminate communication materials including brochures, banners, publications, press releases, and online content; (iv) maintain and upgrade the Pakistan Customs’ website and social media channels; (v) ensure alignment of media campaigns with the CPRS and overall organizational goals;

B. Knowledge & Stakeholder Data Management (i) disseminate technical publications from entities such as WTO, WCO, UNCEFACT, UNCITRAL, and others to relevant stakeholders; (i>) ensure timely production and distribution of laws, tariffs, rules, and procedural guidelines for external audiences; (iii) develop, maintain and update a digital register of internal and external stakeholders; C. Support to Communication Campaigns (i) provide technical and editorial input into all content supporting Customs’ reforms, awareness efforts, and operational messaging; (ii) collaborate with Director (HQ) to ensure smooth execution of outreach programs, media briefings, and press events; (iii) standardize communication formats and templates to enhance clarity and consistency across platforms; (iv) assist in drafting rules, procedures, and public content; D. Perception & Reputation Management (i) monitor public discourse and media sentiment to shape responsive messaging; (ii) support HQ and Director General’s office in reputation risk mitigation and public image enhancement campaigns; (iii) contribute to perception management operations across platforms; (iv) provide technical support to HQ on media relations and content dissemination; (v) assist the Director General in narrative building, storytelling initiatives and public image building campaigns; E. Communication Technology & Monitoring (i) introduce modern communication tools and methodologies for performance tracking; (ii) use digital analytics to measure campaign reach, effectiveness, and stakeholder engagement; (iii) assist in the development and compliance of internal protocols for integrated communications; (iv) help devise technical compliance and outreach plans; (v) monitor impact of communication initiatives using digital tools and analytics; (vi) monitor the performance of service providers;

F. Other Responsibilities (>) act as a key liaison for all media development, briefing, and content preparation activities under guidance of the Director General; (ii) collaborate closely with Director (HQ) to align messaging across campaigns and formats; (iii) support development of talking points, briefings, and media content for the Director General as official spokesperson; and (iv) perform any duties assigned by the Director General or the Board. 2. Powers and functions of officers’ subordinate to Directors. - All Additional Directors, Deputy Directors, Assistant Directors and other officials or private persons subordinate to the Directors shall exercise such functions as the Directors may by order specify. 3. Anomaly Committee. - (1) In order to remove any difficulty in implementation of this statutory regulatory order, an anomaly committee consisting of the following officers is constituted, namely: - (i) Director General, C&PR- Customs Chair (ii) Director (HQ), C&PR- Customs Member (iii) The Secretary(L&P) Secretary (2) The Anomaly Committee shall: - (i) review and point out any difficulty in implementation of this notification; (ii) align the functions of jurisdiction assigned vide this notification with the overall scheme of customs administration; (iii) include any necessary functions or remove any jurisdictional overlap; and (iv) perform any other functions for smooth roll-out of the communication and public relations mechanism etc. (3) The anomaly Committee shall present its report to the Board not later than thirty days of issuance of this notification. [C.No.2(2)L&P/2025] AZ7(Zubair Shah) Secretary (Law and Procedure)