In the life of any great institution, visibility, reputation, and credibility are paramount. For a university, these qualities are essential in shaping its image, attracting students and faculty, and positioning itself as a leader in higher education. At the University for Development Studies (UDS), the Public Affairs Directorate (PAD) plays this critical role, ensuring that the University’s image remains untarnished while effectively communicating its vision, mission, and achievements to the world.

Often working behind the scenes, the Public Affairs Directorate is the silent engine that powers the University’s communication, media relations, branding, and stakeholder engagement. Every major event, media report, or alumni engagement initiative has their fingerprints all over it. Yet, their work is rarely acknowledged. It is time to change that narrative and shine a light on the dedicated individuals who make it all happen.

The Role of the Public Affairs Directorate

The Public Affairs Directorate of UDS is a multi-faceted unit responsible for managing the University’s interactions with its key stakeholders. From handling public relations to ensuring smooth event organization, its functions are vast and intricate. Below are some of the key responsibilities the Directorate oversees:

1. Media Relations and Strategic Communication

The Directorate ensures that UDS is presented positively in the media by fostering strong relationships with journalists and news outlets. It also anticipates potential negative news coverage and takes proactive measures to manage the narrative. Through press releases, media engagements, and social media updates, it ensures that the University’s achievements and milestones are properly highlighted.

2. Protocol and Event Coordination

No major event at UDS happens without the meticulous planning of the Public Affairs Directorate. From graduation ceremonies to international conferences, the team ensures that dignitaries are received with due protocol, that programs run smoothly, and that all logistical details are attended to. Their ability to anticipate challenges and solve problems on the spot is invaluable.

3. Alumni Relations

A university’s alumni are its greatest ambassadors, and the Directorate ensures that UDS maintains strong ties with its graduates. Through alumni engagement programs, networking events, and continuous communication, they create a sense of belonging that keeps former students connected to their alma mater.

4. Media Production and Documentation

The Directorate is responsible for recording and preserving the University’s history. Every major event is carefully documented, with professional photography, videography, and written reports. These archives serve as an important resource for future reference and institutional memory.

5. Graphic Design and Branding

A university’s brand is its identity, and the Public Affairs Directorate ensures that all communication materials—from banners to brochures—adhere to the UDS brand. Through creative designs, the team enhances the visual appeal of the University’s public-facing materials, making UDS a recognizable and respected institution.

6. Reception and Stakeholder Engagement

First impressions matter, and the Directorate ensures that anyone who walks into the University is welcomed warmly. From visitors to dignitaries, every guest receives professional reception services that reflect the values and ethos of UDS.

7. Digital and Social Media Management

In an era where digital presence is crucial, the team ensures that the University remains active and engaging online. Through social media updates, website management, and digital campaigns, they keep students, staff, and the public informed about UDS’s latest developments.

A Heartfelt Tribute to the Team

The Public Affairs Directorate is not just an office; it is a family of dedicated professionals who pour their heart and soul into ensuring the smooth operation of the University’s public-facing activities. Behind every press release, well-organized event, and engaging social media post, there is a team that works tirelessly, often beyond regular working hours, to make things happen.

Special Recognition

Mr. Ayuba Ibrahim, Head of Protocol – A true professional whose mastery of protocol ensures that every dignitary and guest is received with the highest standard of courtesy and order.

Mr. Tahiru Abdulai, Head of Alumni Relations – A bridge between the University and its alumni, working tirelessly to keep former students engaged and connected.

Mr. Malik, Media Production and Documentation Specialist – The man behind the lens, capturing moments that define UDS’s history.

Mr. Abdul Ganiyu Hussein, Graphic Artist – The creative genius who ensures that UDS’s branding and designs are visually appealing and professional.

Beyond these key figures, there is an entire team of support staff, National Service personnel, and dedicated individuals who keep the wheels turning:

Rumaisha, Eunice, Hamdan, Hajara, Rashida, Hafsa, Ismail, Sumaila, Sammy, William, Kelvin, Yakubu, Hakim, Bukari Ayuba, Abdurazak Ali Danbo, and all those who have served with us and have now moved on.

Your contributions, though often unseen, are deeply appreciated. Every single one of you brings something unique to the table, making the Directorate a dynamic and inspiring place to work. Your passion, commitment, and teamwork do not go unnoticed.

Conclusion

The Public Affairs Directorate is the heartbeat of UDS’s reputation, tirelessly ensuring that the University is seen, heard, and respected. Without their dedication, many of the events, media engagements, and alumni programs that define UDS would not be possible.

To the entire team—thank you for your unwavering dedication, your relentless work ethic, and your passion for the University. You are the backbone of UDS’s public image, and your work makes all the difference.

The University for Development Studies is stronger because of you.

Story by:
Abdul-Hayi Moomen