Public relations & communications

What does a public relations & communications do?

A public relations and communications professional shapes how the public, the media and staff see an organisation.

The work covers media relations, writing, events and statements during a crisis.

In Singapore, you may work in an in-house corporate communications team, a PR agency or a government agency. Agency staff handle several clients at once. In-house staff stay with one organisation and learn it closely.

You work with journalists, marketing, legal, human resources and senior leaders. You also manage outside suppliers such as event firms, photographers and translators.

What the work involves

• Write and edit press releases, speeches, newsletters and staff announcements.
• Pitch stories to journalists and answer their questions on deadline.
• Plan events, media briefings and launches, and brief the spokespeople who speak at them.
• Track news and social media for mentions of the organisation and report what is changing.
• Draft holding statements and Q&A notes when a problem could reach the public.

Pay in Singapore

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Skills a public relations & communications needs

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Public relations & communications job description

We are hiring a public relations and communications professional to manage how our organisation speaks to the media, customers and staff.

You will write clear copy, build relationships with journalists, run events and respond quickly when issues arise. You will work with marketing, legal and senior management in Singapore.

Responsibilities

• Plan communications campaigns that match the organisation's goals and target audiences.
• Write and edit press releases, media kits, speeches, newsletters and web copy.
• Build and maintain relationships with journalists, editors and other media contacts.
• Respond to media enquiries and arrange interviews and briefings.
• Organise events, product launches and community activities.
• Prepare spokespeople with key messages and likely questions.
• Monitor news and social media, and report on coverage and public sentiment.
• Draft statements and response plans for sensitive issues and crises.
• Check content with legal, compliance and other teams before it is released.
• Manage agencies, freelancers and event suppliers within budget.

Requirements

• A degree in communications, mass communication, journalism, business or a related subject is common. Strong candidates from other fields are also considered.
• Typically 2 to 5 years of experience for an executive or manager role, often gained through internships or agency work.
• Strong written English and clear business writing. A second language such as Mandarin, Malay or Tamil helps for some audiences.
• Comfort with media monitoring and social listening tools such as Meltwater or Sprout.
• Confidence speaking to groups and staying calm under deadline pressure.

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Public relations & communications career path

Most people start as a PR or communications executive and move up through manager roles to a head of communications.

Titles vary between agencies, companies and government bodies.

1. PR or communications executive

   Entry

   You write drafts, maintain media lists, track coverage and help run events under close guidance.

2. Senior executive or assistant manager

   Mid

   You handle media enquiries on your own, manage smaller campaigns and coach junior staff.

3. Communications manager

   Senior

   You plan campaigns, manage budgets and agencies, and advise leaders on messages and risks.

4. Senior manager or associate director

   Lead

   You lead a team, own the crisis plan and work with senior leaders on reputation and stakeholder strategy.

5. Head of communications or director

   Head

   You set the communications direction for the organisation and act as a trusted adviser to the leadership team.

The titles are ones commonly used in Singapore; employers may name the levels differently.

Related jobs and their pay

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Public relations & communications interview questions

We wrote these questions from the skills this job needs. They are not an official question bank.

1. A company is launching a new product. How would you pitch it to a business journalist?

   What a good answer covers

   • Starts with the news angle for the reader, not the product features
   • Researches the journalist's recent articles and beat before reaching out
   • Keeps the pitch short, with a clear hook, data or a spokesperson, and a deadline
   • Offers an exclusive or an interview when it suits the story
   • Plans a follow-up that does not pressure the journalist

2. Walk me through how you structure a press release. What do you cut first when it runs too long?

   What a good answer covers

   • Puts the main news and the who, what, when and why in the first paragraph
   • Adds a clear quote that gives a view, not filler praise
   • Places background details and the company boilerplate at the end
   • Cuts jargon, repeated claims and vague adjectives first
   • Checks names, figures and approvals before it goes out

3. How do you build a media list for a new client, and keep it useful?

   What a good answer covers

   • Sorts outlets by audience, such as business, lifestyle, trade, and language-specific media
   • Names the right journalist for each topic, not just the outlet
   • Records past coverage and each contact's preferences
   • Updates the list after job moves and new beats
   • Respects contact permissions and avoids mass blasts

4. How would you set up social listening for a brand launch using a tool like Meltwater or Sprout?

   What a good answer covers

   • Chooses keywords for the brand, product, competitors and common misspellings
   • Adds filters for language, location and spam
   • Sets alerts for sudden spikes in volume or negative sentiment
   • Reviews sentiment samples by hand because tools misread sarcasm and Singlish
   • Reports themes and actions, not just counts

5. How do you measure whether a PR campaign worked, beyond counting articles?

   What a good answer covers

   • Starts from the campaign goal, such as awareness, trust or sign-ups
   • Tracks quality of coverage, key message pick-up and share of voice
   • Links coverage to web traffic or enquiries where possible
   • Compares sentiment before and after
   • Gives context whenever reach figures are reported

6. How do you use ChatGPT in your writing work, and what do you check before anything is sent out?

   What a good answer covers

   • Uses it for first drafts, headline options and summaries, not final copy
   • Keeps confidential or unreleased client information out of it
   • Checks every fact, name and figure against a reliable source
   • Edits for the organisation's tone and Singapore spelling
   • Follows the employer's rules on AI use

7. The same news must go to staff, customers and investors. How do you adjust the message for each?

   What a good answer covers

   • Keeps the facts the same across all groups
   • Changes the order, detail and tone for what each group needs to know
   • Tells staff first or at the same time when the news affects them
   • Uses simple words and avoids internal jargon
   • Checks the versions with legal or finance before release

8. How would you prepare a senior manager for a live radio or TV interview?

   What a good answer covers

   • Agrees on two or three key messages, each a brief spoken sentence
   • Lists the hardest questions and rehearses answers
   • Practises bridging back to key messages while still answering the question
   • Covers delivery, such as pace, pauses and tone
   • Debriefs afterwards on what to improve

1. At 6pm a customer posts a viral complaint about a safety issue with your product. Journalists start calling. What do you do in the first two hours?

   What a good answer covers

   • Confirms the facts with operations and legal before commenting
   • Informs senior leaders and sets one point of contact for media
   • Issues a short holding statement that shows concern and promises an update
   • Replies to the post in a calm, helpful tone
   • Logs all media enquiries and plans the next update

2. A journalist asks you to comment on a rumour that the company will cut jobs. It is untrue, but plans are being discussed. How do you reply?

   What a good answer covers

   • Avoids a flat denial that may later prove wrong
   • Checks with HR and leadership on what can be said
   • Gives only what is confirmed, or says the company does not comment on speculation
   • Considers telling staff before the media hears more
   • Keeps a record of what was said

3. Your CEO wants to ignore a negative article that is getting attention online. How do you advise?

   What a good answer covers

   • Assesses reach, accuracy and who is sharing it
   • Corrects clear factual errors with the publication politely and in writing
   • Explains when a reply would give the story more attention
   • Prepares a short statement in case questions grow
   • Sets a time to review and report back

1. Tell me about a time you spotted a mistake in material that was about to be published. What did you do?

   What a good answer covers

   • Describes the situation and the deadline pressure briefly
   • Raised the error straight away with the right person
   • Proposed a fix and checked it again
   • Explains what changed in the checking process afterwards

2. Describe a time you disagreed with a senior colleague or client over a message. How was it settled?

   What a good answer covers

   • Shows respect and listens to the other person's reasons
   • Backs the view with audience insight or past coverage
   • Offers an option that meets both goals
   • Accepts the final decision and carries it out well

1. You want to publish photos from a customer event. What should you do under the Personal Data Protection Act (PDPA)?

   What a good answer covers

   • Knows photos of identifiable people can count as personal data
   • Tells attendees at registration and on-site that photos will be taken and how they will be used
   • Gets consent where needed and offers a way to opt out
   • Uses the photos only for the stated purposes and removes them on request
   • Checks with the data protection officer when unsure

2. You work for a company listed on the Singapore Exchange (SGX). What do you think about before sharing news about results or a big deal with the media?

   What a good answer covers

   • Knows price-sensitive news must stay confidential and must not be shared selectively before it is announced
   • Works with the legal team and company secretary on timing
   • Makes sure announcements and media releases match
   • Releases the news on SGXNET first, with media copies sent at the same time or after
   • Avoids casual comments to journalists before the announcement

Common questions about a public relations & communications job

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