ISLAMABAD: Pakistan’s Federal Board of Revenue (FBR) has established a new Directorate-General of Communications and Public Relations for its Customs service, according to an official notification issued on Thursday, in a move to centralize and modernize its public and media outreach.
The notification, S.R.O. 954(I)/2025, grants the new directorate, headquartered in Islamabad, jurisdiction across the entire country and tasks it with a wide-ranging mandate, from strategic communications and media relations to crisis management and combating misinformation.
The newly appointed Director General will serve as the official spokesperson for Pakistan Customs and report directly to the Member of Customs for Operations at the FBR.
Strategic Overhaul and Core Functions
The directorate’s primary mission, as outlined in the document, is to develop and implement a comprehensive Communication and Public Relations Strategy (CPRS) aligned with the service’s broader goals.
Key responsibilities include overseeing all official communications, managing the agency’s digital presence via its website and social media channels, and leading public awareness campaigns. A significant function will be to “monitor and respond to fake news, misinformation, and malicious media campaigns,” the notification stated.
The directorate is also empowered to approve the filing of criminal cases under Pakistan’s Prevention of Electronic Crimes Act (PECA) 2016 concerning defamation or data breaches, and will coordinate with the FBR’s legal wing on prosecutions.
Structural Setup and Change Management
The notification details a three-tier leadership structure, appointing a Director General, a Director for Headquarters, and a Director for Integrated Communications.
The Director (Headquarters) will handle administrative, financial, and procurement support, while the Director (Integrated Communications) will be responsible for a unified media strategy across electronic, print, and digital platforms.
A notable focus of the new body is to support the FBR in “change management initiatives arising from reforms, legal amendments, or policy shifts,” indicating a push to improve communication around organizational modernization efforts.
Anomaly Committee Formed
Acknowledging potential implementation challenges, the FBR has constituted an “Anomaly Committee” tasked with identifying and resolving any difficulties within 30 days of the notification’s issuance. The committee will ensure the new directorate’s functions align with the overall framework of customs administration.
The establishment of the directorate signals a strategic effort by Pakistan’s central revenue authority to bolster its public image, enhance stakeholder engagement, and systematically manage its communication in an increasingly digital landscape.