Role of Effective Communication Strategy as A Veritable Tool to Deepen Trade Facilitation
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Abstract
This paper explores the pivotal role of effective communication strategy as a veritable tool for deepening trade facilitation in contemporary global and national contexts. As countries strive to enhance cross-border trade efficiency, reduce transaction costs, and comply with international trade agreements such as the WTO Trade Facilitation Agreement, strategic communication emerges as a critical enabler of reform implementation, stakeholder engagement, and institutional transparency. The paper is anchored on Shannon-Weaver Model of Communication, Two-Way Communication Model and Stakeholder Theory. The paper argues that an effective communication strategy serves as a vital catalyst in deepening trade facilitation by streamlining the flow of information among stakeholders, minimizing misunderstandings, and promoting compliance with trade regulations. Moreover, strategic communication enhances stakeholder engagement, promotes awareness of trade benefits, and facilitates the adoption of digital trade platforms, which are crucial for efficient cross-border transactions. The paper concludes that in today’s fast-evolving global trade environment, the strategic deployment of effective communication is not just a supportive function; it is a catalyst for transformation. Effective communication is the bridge between policy and practice. When used deliberately and strategically, it strengthens institutional credibility and deepens trade facilitation in ways that drive economic growth, enhance environmental sustainability, and bolster national energy security. The future of trade is green, digital, and fast, and the time to act is now
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Maiwada, A. A. (2025). Role of Effective Communication Strategy as A Veritable Tool to Deepen Trade Facilitation. Economit Journal: Scientific Journal of Accountancy, Management and Finance, 5(2), 111-124. https://doi.org/10.33258/economit.v5i2.1345
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References
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Vitalis, P. O., Amadi, R. N., & Whyte, D. H. (2024). Social Construct of Nollywood Films and Ethnocentrism in Southern Nigeria. CINEJ Cinema Journal, 12(2), 152-179.
Vitalis, P. O., Onyejelem, T. E., & Okuneye, A. P. (2023). Understanding advertising in the era of social media. Information System and Smart City, 3(1), 502-502.
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Baldwin, R., & Freeman, R. (2021). Trade and Industrial Policy for Renewable Energy. Journal of Economic Perspectives, 35(2), 55–80. https://doi.org/10.1257/jep.35.2.55
Barnlund, D. C. (2008). A transactional model of communication. In C. D. Mortensen (Ed.), Communication theory (2nd ed., pp. 47–57). Transaction Publishers.
Bhatia, A., & Angelescu, L. (2019). Strategic communications for trade facilitation reforms: A framework for designing and implementing effective communication interventions. World Bank Group Working Paper Series. https://documents.worldbank.org
Craig, R. T. (2019). Theorizing Communication: Readings Across Traditions. Sage Publications.
Djankov, S., Freund, C., & Pham, C. S. (2020). Trading on Time. World Bank Economic Review, 34(2), 377–402. https://doi.org/10.1093/wber/lhz020
Donaldson, T., & Preston, L. E. (1995). The stakeholder theory of the corporation: Concepts, evidence, and implications. Academy of Management Review, 20(1), 65–91. https://doi.org/10.5465/amr.1995.9503271992
Espitia, A., Rocha, N., & Ruta, M. (2020). COVID-19 and food protectionism: The impact of the pandemic and export restrictions on world food markets. World Bank Policy Research Working Paper No. 9253. https://doi.org/10.1596/1813-9450-9253
Fiske, J. (2011). Introduction to Communication Studies (3rd ed.). Routledge.
Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Pitman.
Freeman, R. E., Harrison, J. S., Wicks, A. C., Parmar, B. L., & de Colle, S. (2010). Stakeholder Theory: The State of the Art. Cambridge University Press.
Grainger, A. (2021). Trade Facilitation: A Conceptual Review. Journal of World Trade, 55(1), 1–24.
Grunig, J. E., & Grunig, L. A. (2011). Guidelines for formative and evaluative research in public affairs. In R. L. Heath (Ed.), Handbook of Public Relations (2nd ed., pp. 117–135). Sage.
Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
Haigh, N., & Griffiths, A. (2021). Sustainability and stakeholder engagement: Lessons from a multistakeholder governance initiative. Journal of Business Ethics, 174(3), 587–602. https://doi.org/10.1007/s10551-020-04622-6
Hallahan, K., Holtzhausen, D., van Ruler, B., Vercic, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244
Hoekman, B., & Nicita, A. (2021). Trade Policy, Trade Costs, and Developing Country Trade. The World Economy, 44(3), 741–764. https://doi.org/10.1111/twec.13033
Idris, M. K., & Msughter, A. E. (2022). Sources of Information on National Issues among Border Communities in Yobe State, Nigeria. ASEAN Journal of Community Engagement, 6(1), 22-47.
International Renewable Energy Agency (IRENA). (2023). Renewable Energy and International Trade: Trends and Outlook. https://www.irena.org
Jha, V. (2022). Environmental Goods and Services: The Role of Trade in Promoting Clean Energy Technologies. Energy Policy, 162, 112768. https://doi.org/10.1016/j.enpol.2022.112768
Kaufmann, C., & Meisel, N. (2021). Trade facilitation reform: The role of communication in ensuring ownership and implementation. OECD Development Centre Working Paper Series, No. 341. https://doi.org/10.1787/b2e1a6e5-en
Kent, M. L., & Taylor, M. (2021). Toward a dialogic theory of public relations. In R. L. Heath & W. Johansen (Eds.), The International Encyclopedia of Strategic Communication. Wiley.
Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review, 38(2), 313–318. https://doi.org/10.1016/j.pubrev.2012.01.005
Macnamara, J. (2016). Organizational Listening: The Missing Essential in Public Communication. Peter Lang.
Maiwada, A. A., Aondover, P. O., Adewale, O. C., Falobi, F., & Onyejelem, T. E. (2025). Public Relations and Media Role in Peace Building in Nigeria. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 45-58.
McQuail, D., & Deuze, M. (2020). McQuail’s Media and Mass Communication Theory (7th ed.). Sage Publications.
Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review, 22(4), 853–886. https://doi.org/10.5465/amr.1997.9711022105
Moïsé, E., & Sorescu, S. (2019). Trade Facilitation Indicators: The Potential Impact of Trade Facilitation on Developing Countries’ Trade. OECD Trade Policy Papers, No. 144. https://doi.org/10.1787/5k4bw6kg6ws2-en
Nduka, O., & Akinyemi, O. (2020). Enhancing Trade Facilitation through Strategic Communication in West Africa. Journal of African Trade, 7(2), 45–59. https://doi.org/10.1016/j.joat.2020.02.004
OECD. (2020). Trade Facilitation and the Global Economy. OECD Publishing. https://doi.org/10.1787/1f6b095c-en
OECD. (2023). Trade Facilitation and the Role of Communication Strategies in Global Trade. OECD Publishing. https://www.oecd.org/trade/topics/trade-facilitation/
Onyejelem, T. E., Aondover, P. O., Maradun, L. U., Chime-Nganya, C. R., & Akin-Odukoya, O. O. (2024). Media and Pictorial Reportage of Boko Haram Insurgency in Nigeria. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(4), 287-299.
Oreoluwa, P. A., Vitalis, P. O., Nneka, A. Q., Collins-Dike, J., & Ridwan, M. (2024). Online Harassment of Female Journalist in Lagos State. Polit Journal Scientific Journal of Politics, 4(3), 162-174.
Schramm, W. (1954). How communication works. In W. Schramm (Ed.), The Process and Effects of Mass Communication (pp. 3–26). University of Illinois Press.
Servaes, J. (2020). Communication for Development and Social Change (2nd ed.). Springer.
Shannon, C. E., & Weaver, W. (1949). The Mathematical Theory of Communication. University of Illinois Press.
Shepherd, B. (2022). Facilitating Trade in the Digital Era: Institutions, Innovation and Interoperability. Global Trade Review, 14(1), 45–61.
UNCTAD. (2022). National Trade Facilitation Committees as Coordinators of Trade Facilitation Reforms. United Nations Conference on Trade and Development. https://unctad.org
UNECA. (2023). Trade Facilitation and the AfCFTA: Unlocking the Potential of Intra-African Trade. United Nations Economic Commission for Africa.
Vitalis, P. O., Amadi, R. N., & Whyte, D. H. (2024). Social Construct of Nollywood Films and Ethnocentrism in Southern Nigeria. CINEJ Cinema Journal, 12(2), 152-179.
Vitalis, P. O., Onyejelem, T. E., & Okuneye, A. P. (2023). Understanding advertising in the era of social media. Information System and Smart City, 3(1), 502-502.
Windahl, S., Signitzer, B., & Olson, J. T. (2009). Using Communication Theory: An Introduction to Planned Communication (2nd ed.). Sage Publications.
WTO. (2022). World Trade Report 2022: Climate Change and International Trade. World Trade Organization. https://www.wto.org/english/res_e/publications_e/wtr2022_e.htm
WTO. (2023). Trade Facilitation Agreement Database. World Trade Organization. https://www.wto.org/english/tratop_e/tradfa_e/tradfa_e.htm
Zhou, P., Ang, B. W., & Poh, K. L. (2020). Measuring Environmental Efficiency and Productivity: A Review of Recent Literature. Ecological Economics, 173, 106631. https://doi.org/10.1016/j.ecolecon.2020.106631.