As part of PA's Strategic Communications Division, you will shape and drive integrated communications strategies that amplify the work of PA and the Grassroots Movement. You will play a key role in building PA's reputation, managing reputational risks, and ensuring that PA's narratives resonate with diverse audiences across mainstream and social media platforms. This role offers the opportunity to make a meaningful impact on how Singapore's largest community development organisation connects with and inspires its communities.
People's Association
Senior Manager (Strategic Communications)
Fixed Terms
Closing on 06 Jun 2026What the role is
What you will be working on
Key duties and responsibilities that need to be performed to meet the primary objective of the job. This will include the important result areas (what) along with the rationale (why).
- Develop and execute integrated communications strategies and plans for PA programmes and announcements, including crafting key messages, preparing press materials, and managing media engagement across mainstream and social media channels to drive positive coverage and build public mindshare.
- Collaborate with internal and external stakeholders — including ground communications teams, PA divisions, residents, volunteers, and Whole-of-Government communications counterparts — to ensure consistent, aligned messaging and branding across all channels.
- Monitor and analyse mainstream media, online news, and social media conversations to identify emerging issues, trends, and opportunities relevant to PA's reputation and communications objectives.
- Identify and develop compelling narratives and publicity opportunities that profile PA's programmes, people, and community impact, translating them into targeted communications plans for diverse audiences.
- Lead the development and implementation of issues management and crisis communications plans, including early identification of reputational risks, preparation of response frameworks, and coordination of timely, accurate messaging to protect and preserve PA's public trust.
- Incorporate social media insights and platform trends into integrated communications strategies, working closely with the social media team to ensure alignment between strategic messaging and digital content execution.
- Build and maintain relationships with media partners, press secretaries, and social media influencers to surface authentic stories and support PA's communications objectives.
What we are looking for
Professional Qualification:
Relevant qualifications in Mass Communications, Public Relations, Journalism, or a related field.
Experience:
At least four to six years of experience in strategic communications, public relations, or a related field, with demonstrated experience in issues or crisis communications management and social media strategy.
Skills (Must-have):
Strong writing, editing, and storytelling skills, with the ability to craft clear and compelling messages for diverse audiences and platforms
Familiarity with social media platforms and digital communications trends, with the ability to apply social media insights to inform and strengthen integrated communications strategies.
Sound judgement in issues and crisis communications, with the ability to assess reputational risks and recommend appropriate responses
Proficiency in a second language (Chinese, Malay, or Tamil) to support communications with diverse communities
Strong stakeholder engagement and interpersonal skills, with the ability to work effectively across teams and with senior stakeholders
Experience working with media
Skills (Good-to-have):
Experience working with social media influencers
Familiarity with media monitoring tools and social media analytics platforms
About your application process
This job is closing on 06 Jun 2026.
If you do not hear from us within 4 weeks of the job ad closing date, we seek your understanding that it is likely that we are not moving forward with your application for this role. We thank you for your interest and would like to assure you that this does not affect your other job applications with the Public Service. We encourage you to explore and apply for other roles within People's Association or the wider Public Service.
About People's Association
The People’s Association was set up in 1960, in a time of racial and communal strife, to foster racial harmony and social cohesion. Today, we continue to be driven by the same purpose - to build an inclusive, united and resilient Singapore. We create spaces and opportunities for people of different backgrounds to participate and volunteer in their community. Through community participation, we connect people and deepen relationships to build communities of mutual care and trust.
Learn more about People's Association