Overview
Limited job opportunities within the industry; skill requirements changing with time
The public relations (PR) and communications sector is at a pre-professionalization stage but continues to grow into one of Asia’s main hubs, along with the advancement of media industries and regional corporations.
Being the only accredited body in Singapore for public relations and communications, the Institute of Public Relations of Singapore (IPRS) overlooks the education, professional standing and certification of individuals in the field. In 2017, IPRS noted a massive drop in the educational field of public relations and saw the emergence of new fields such as data analytics, artificial intelligence and creative digital technologies in Singapore’s network of public relations.
Job vacancies within the sector were initially considered the hardest positions to fill due to to widespread restructuring and the incessant need to meet tight deadlines, manage difficult stakeholders, adapt to media and trends, along with the lack of ROI; the stressful needs of the job were rising, restricting individuals from moving up the corporate ladder.
While this still remains true, companies are now seeking recruits that possess a special skill set or a broad array of qualifications and skills, such as the ability to use multimedia and digital platforms, perform strategy work and handle data analysis. Employers are required to develop educational strategies to develop the public relations skills of new recruits as the expectation of all-round knowledge has created an environment where constant learning and training needs to be a part of the job.
Visible revenue growth within the industry; major payment variation noted based on gender
For those employed in the public relations and communications sector in Singapore, the average monthly salary amounts to SGD 8,500, which works out to SGD 102,000 every year. The lower end of this range is recorded at SGD 3,770, with the highest reaching SGD 14,100, depending on the position. As experience is a key factor in salary determination, employees with relevant work experience ranging from 2-5 years would earn, on average, 32% more than individuals straight out of university.
Education also plays an important role, where a tenth of Singapore-based respondents have an IPRS qualification. The higher the qualification, the greater the salary increments are. On average, in 2022, individuals with certifications and diplomas would earn 17% more than those still in high school, whereas those with a bachelor's degree would earn approximately 24% more than individuals with a diploma.
In 2019, salary increments and bonuses were recorded at a rate of 10% every 14 months and the percentage of employees receiving a bonus was 55% compared to those who did not receive a bonus. The average bonus awarded to employees in 2019 was USD 17,400, approximately 21% of the net annual income. The constant increase in salaries, bonuses and increments enabled the sector to move forward steadily, yet at a slower pace due to the pandemic and its constraints.
With Singapore considered one of the countries that pays the highest salaries for public relations and communications, a gender gap is definitely present within the public relations industry. In 2019, male employees were awarded 30% more than female employees. Males earned an average of USD 95,200, whereas women were paid only USD 73,500. This gender stereotyping has created a minor setback in the industry in the form of pay inequality and has resulted in many selecting different career paths.
Key Trends
Pandemic negatively impacts the industry; Singapore prioritizes essential services
In 2020, the COVID-19 pandemic brought on a wave of change, where individuals in the public relations and communications field were ranked 3rd among non-essential fields by 61% of Singaporeans. Meanwhile, 20% of Singaporean citizens voted against choosing public relations as a career path and instead, opted for essential services such as healthcare, cleaning and garbage collection. This change in mindset was derived from the fact that services and the quality of a service were more essential than raw output per man-hour.
IPRS detailed several challenges faced by the industry during the COVID-19 pandemic and steps taken to overcome these hurdles. One such step was the increase in communications via necessary platforms, and the digitalization of events, talks and training programs. Even though the Government of Singapore assisted a vast majority of companies during the pandemic, businesses within the public relations sector acknowledged the dire need for essential services. Training funds and other non-essential areas within the sector were cut down as a means of reducing expenditure and helping businesses stay afloat.
Digitalization of the industry; Singapore moves towards widening its reach
The pandemic spearheaded companies branching out into social and digital platforms. A vast number of companies immediately shifted to virtual platforms as a public relations and communications strategy. The focus was diverted towards personalized mass marketing in order to attract individuals at street level. As at February 2022, the number of social media users increased to 5.3 million, accounting for 89.5% of the total population. This is estimated to rise to 5.6 million by 2025.
Employers are currently focusing on qualifications such as Digital Marketing, Organic & Paid Social Media Marketing, Social Media Listening and Crisis Communications as value-added skills. Regular lockdowns and the closing of borders brought about the reduction of in-person outreach, thus resulting in companies looking towards achieving a global outreach that could assist with improving business and expanding clientele.
Reportedly, the companies offering public relations and communications have reduced their focus on media relations and press offices, and instead, have shifted their focus towards social media management, content marketing, influencer marketing and link building for SEO, considering them as top PR offerings.
At the center of communications strategies, PR companies have noted an emergence in the requirement for sentiment analysis, and image and video analytics. The need to move towards listening tools under the social media segment can be attributed to 3 reasons:
- To cover a range of data sources, such as online and print media.
- Some 22% of PR firms in Singapore offer executive PR positioning and stakeholder analytics through social listening, hence providing a diverse range of offerings that span media and social media coverage.
- Clientele requirements.
The sector's transformation is a slow yet steady one, with individuals within the industry attempting to require a honed set of skills that include analytical thinking, writing, communications, and a heavier set of skills related to design and digital content.
Key Statistics
- As of February 2022, the number of social media users in Singapore increased by 6.9%, while the country’s population stood at 5.92 million people.
- As of February 2022, 92% of Singapore’s population used the internet, increasing by 0.8% (43,000) from the previous year.
- In 2019, as per staff surveyed in the public relations industry, 45% of employees did not receive a bonus.
Top Singapore MNCs in PR & Communications
EDELMAN SINGAPORE PTE. LTD.
Incorporated in 1983, Edelman Singapore Pte. Ltd. is a communications firm that works with companies to evolve, promote, and protect their brands and reputations. The firm offers its clients solutions through powerful research, experiential, and consulting products, as well as a global, multidisciplinary research, analytics, and data consultancy. Edelman Singapore was voted Marketing Research Agency of the Year in 2019. Edelman Singapore is part of Edelman USA’s global network that includes the United Kingdom, the Middle East and Africa, Canada, Europe and the CIS, and Latin America. The company’s clients include Roche, Nestle, Dow Chemical, S.C. Johnson and Mobil.
HILL & KNOWLTON (SEA) PTE LTD
Hill & Knowlton (SEA) Pte. Ltd., which was established in Singapore in 1995, is a multinational public relations firm. To fulfil the demands of its clients, the company relies on the expertise of former journalists, award-winning screenwriters, speechwriters, public policy consultants, filmmakers, animators, content and publishing strategists, creatives, and behavioural and data scientists. Hill & Knowlton has clients in numerous public, private, and non-profit organizations. These companies range from startups to storied brands, engaged in business in diverse sectors from agriculture and aerospace, to pharmaceutical and financial services.
IPG DXTRA (SINGAPORE) PTE. LTD.
Repeated Company as per the Client -
KETCHUM PTE. LTD.
Ketchum Pte. Ltd. is a multinational firm which is rapidly expanding in the Asia-Pacific region. It was established as ICON Communications in 2005. In 2012, it won recognition when it was conferred the Asia Pacific Specialist Agency of the Year Award. The company provides a unique crisis management approach, capable of assisting firms in preparing for and responding to large-scale crises and disasters. Some of the world's largest and most respected organizations and brands are among its clients. They represent diverse sectors such as travel and hospitality, aviation, financial services, technology, automotive, food and beverage, consumer goods, lifestyle, and professional services.
BRUNSWICK GROUP PTE. LIMITED
Incorporated in 2013, Brunswick Group Pte. Ltd. is a consulting firm that specializes in business-critical challenges. Brunswick assists businesses during key financial crises such as mergers and acquisitions, IPOs, and shareholder activism, as well as in continuous investor engagement. It provides advice on essential issues and critical stakeholders at the intersection of business, politics, and society, and assists the clients - some of whom are the leaders of huge, complex organizations - in understanding and navigating these interrelated worlds. Brunswick works with clients to develop data-driven digital strategies and techniques to address crucial business challenges.
WAGGENER EDSTROM WORLDWIDE SINGAPORE PTE. LTD.
Incorporated in 1993, Waggener Edstrom Worldwide Singapore Pte. Ltd. is a multinational, independent, communications and public relations firm. It is part of the global network of Waggener Edstrom, a female-founded, female-led, fiercely autonomous organization. The Singapore office provides services such as strategic communications, crisis counselling, press release writing, translation, media relations, training, news monitoring, event management, and direct marketing services. The company works with sectors such as bioscience, public affairs, financial services, energy, aviation, consumer lifestyle, luxury, healthcare, and social innovation initiatives. Waggener Edstrom is headquartered in Hong Kong, with offices in China and India, as well as partners in Australia, Korea, and alliance agencies throughout Japan and Southeast Asia.
GOLIN PTE. LIMITED
Established in 1995, Golin Pte. Ltd. is a public relations firm that assists businesses in bringing about meaningful change. It is part of the global network of Golin USA. Through primary practise groups of consumer, corporate, travel and hospitality, and technology, Golin offers solutions for large brands. Golin has 12 offices across North America, as well as a global network of 33 wholly owned offices and 24 affiliate offices. Golin was selected as PRWeek's Global Agency of the Year (from 2021-19), as well as PRovoke Media's North American Large Agency of the Year in 2021, and the Chicago Tribune's Top Workplaces in 2021.
BCW (SG) PTE. LTD.
BCW (SG) Pte. Ltd. is a communications firm which was incorporated in 1973. BCW is a subsidiary of the WPP Group, one of the world's largest communication service companies. It now provides a wide range of services, including communications and content planning, crisis management, and media and crisis training. BCW Singapore combines an insights-driven strategy with innovative programme creation to produce powerful communications for a diverse range of international, regional, and local clients across a wide range of sectors, including technology, consumer, and B2B. For many clients, BCW Singapore serves as a hub for the development and management of communication strategies and initiatives.
OMNICOM PUBLIC RELATIONS GROUP PTE. LTD.
Omnicom Public Relations Group Pte. Ltd. is a subsidiary of Omnicom Group Inc.'s Communications Consultancy Network. Advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other services are provided through Omnicom's branded networks and other speciality firms. These offices serve companies, government agencies, and NGOs in diverse industries. Omnicom is a well-known global agency with specialist brands in public affairs, language strategy, global health strategy consulting, and change management. Omnicom PR Group agencies FleishmanHillard, Ketchum, and Porter Novelli recently joined forces in Singapore to offer their collective expertise to benefit clients in the Asia-Pacific region.
PUBLICIS SINGAPORE
Established in 2007, Publicis Singapore is a full-service advertising agency that provides clients with completely integrated strategic and creative services. Publicis Singapore is a subsidiary of Publicis Groupe, a French global advertising and communications conglomerate headquartered in Paris. Publicis Worldwide offers its national and multinational clients in over 110 countries, digital and traditional advertising, media services, and specialized agency and marketing services. Its clients include AXA, Carrefour, Cartier, Citi, Diesel, Heineken, L'Oréal, Nestlé, Orange, Procter & Gamble, Renault, Sanofi, UBS, and Walmart. The Cannes Lions selected Publicis Worldwide as the fourth most creative network in 2021.
Top Singapore SMEs in PR & Communications
PROSPR CONSULTING PTE. LTD.
Prospr Consulting Pte. Ltd., which was incorporated in 2016, is a boutique PR firm. It is Singapore's and Malaysia's public relations agency for small and medium-sized businesses and startups. Subsequently, Prospr Consulting changed its official name to Elliot & Co. Three years later, Elliot was established as a sister company as Southeast Asia's Fastest Growing Startup and Impact Consultancy for SMEs. It offers high-quality public relations services at affordable rates. Elliot & Co. was honoured when Best In Singapore voted it as one of the top five public relations firms in Singapore.
REDHILL COMMUNICATIONS PTE. LTD.
Established in 2014, Redhill Communications Pte. Ltd. is a full-service public relations and communications agency. It provides strategic advice on public relations, digital narratives, crisis management, internal communications, and branding. The agency’s clients are from sectors such as technology, fintech and crypto, venture capital, finance and insurance, mobility and logistics, government, education, health and pharma, travel and hospitality, and food and beverage. Redhill Communications earned the New PR Consultancy of the Year Award in 2017, the Fastest Moving Global PR Agency Award in 2019, the ER 50 Award in 2020, and the Straits Times Award in 2021.
PRECIOUS COMMUNICATIONS PTE. LTD.
Precious Communications, which was established in 2012, is a communications and social media company that serves global businesses, fledgling brands, and non-profit organizations. It provides communication services across traditional and digital platforms to establish and defend its reputation. It also offers communications for clients across the Asia-Pacific and beyond, from global leaders such as ClubMed, Experian, KONE, and Software AG, to local icons such as Shilin and startups such as Appsflyer, Carsome, Fave, and Validus Capital. Precious Communications is regarded as one of the top five public relations agencies in APAC, having garnered multiple nominations for its B2C, B2B, and startup practices.
EASTWEST PUBLIC RELATIONS PTE LTD
EASTWEST Public Relations is an independent firm which was founded in Singapore in 1995. It has established offices in the United Kingdom and China, as well as partners around the Asia-Pacific area. EASTWEST Public Relations specializes in using traditional and digital media. It has over 500 clients, primarily B2B technology startups, who have received tactical and strategic advice. The company serves as the initial filter, a trusted advisor, assisting the client in understanding the local market situation and matching their offering to the readers. EASTWEST Public Relations also provides media relations, event management, graphic design, and crisis management services.
MCGALLEN & BOLDEN PTE. LTD.
Incorporated in 1991, McGallen & Bolden is a firm that specializes in public relations, company planning, and digital transformation. It provides services beyond public relations, such as branding, business strategy, digital marketing, and training and development. McGallen & Bolden’s customers include government agencies, electronics manufacturers, high-tech vendors, biotech companies, publicly traded organizations, retail enterprises, industrial product suppliers, and small and medium-sized businesses. Singapore is the company's headquarters, and it maintains partnerships and associates around the world, including China, Japan, South Korea, Thailand, Malaysia, and Australia. McGallen & Bolden is an award-winning, tech-savvy B2B and B2C digital marketing and PR agency in Asia.
BRAND INCORPORATED PTE. LTD.
Established in 2007, Brand Incorporated Pte. Ltd. is a premier public relations firm. Sofitel SO, Bang & Olufsen, Kate Spade, Tsumori Chisato, Bristol-Myers Squibb, Whisky Live Singapore, Wacoal, and Karl Lagerfeld are among the brands in its portfolio. Brand Incorporated is headquartered in Singapore with a presence in Kuala Lumpur, Malaysia. It has become known as a publicist specializing in consumer lifestyle public relations across traditional, digital, and social media platforms. Its specializations include hospitality and tourism, medical and digital public relations, as well as consumer lifestyle public relations.
AFFLUENCE PR PTE. LTD.
Incorporated in 2007, Affluence PR specializes in public relations for high-end retail companies in Asia. Trademark stores, luxury couture, flagship retail shops, themed dinners or restaurants, mid-to-fine dining venues, and bistros are among the company’s clients. Affluence PR provides full end-to-end solutions, as well as a portfolio of comprehensive and integrated public relations services. The Affluence PR team has years of experience in the marcom industry, with strong interest in and knowledge of the retail and restaurant industries. It is headquartered in Singapore and has branches in Korea, Japan, Russia, the United States, the Philippines, Thailand, Malaysia, and Indonesia.
ABSOLUTE PR PTE. LTD.
Absolute PR Pte. Ltd., which was established in 2005, is an award-winning lifestyle public relations agency. Media relations, social media strategy, social media marketing, digital marketing, corporate communications, events management, branding, campaign management, influencer marketing, influencer management, and crisis communication are all part of its service offering. Absolute PR specializes in serving FMCG clients in the beauty, fashion, lifestyle, luxury, food and beverage, and wine and dine industries. Absolute PR is headquartered in Singapore and has clients in the United Kingdom, Malaysia, Thailand, Vietnam, Taiwan, China, Japan, Korea, Indonesia, and India.
ELLERTON PTE. LTD.
Incorporated in 2014, Ellerton Pte. Ltd. is a public relations and marketing firm with offices in Singapore and Miami, Florida. It provides business growth leadership and consulting with a strategic focus on engaging with stakeholders. The company helps businesses in Southeast Asia and beyond with communications, advertising, branding, and digital marketing. Services include strategy and PR roadmap development, media engagement, advertising, digital marketing, branding, and creative and social media support. Ellerton’s clients are mainly from the finance and technology, hospitality, and architecture sectors, and Michelin-starred restaurants. It works with businesses of all sizes, from startups and SMEs to some of the world's largest multinationals.
DISTILLERI PTE. LTD.
Distilleri Pte. Ltd., which was established in Singapore in 2020, is an independent strategic communications agency that combines data insights, PR impact, and strategic ideas that are drawn from its creative and design capabilities. It provides Strategic Services, Creative Services, Public Relations Services, Digital Services, Social Networking, Relationship Management, and Media Services. Distilleri is filled with high-quality videos that were produced in conjunction with brands such as P&O Cruises and Silverspoon, and connected to over 150 advertising, media, and communications firms worldwide as members of ICOM and PROI.
Top Singapore Fastest-Growing Companies in PR & Communications
OMNICOM PUBLIC RELATIONS GROUP PTE. LTD.
Omnicom Public Relations Group Pte. Ltd. is a subsidiary of Omnicom Group Inc.'s Communications Consultancy Network. Advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations, and other services are provided through Omnicom's branded networks and other speciality firms. These offices serve companies, government agencies, and NGOs in diverse industries. Omnicom is a well-known global agency with specialist brands in public affairs, language strategy, global health strategy consulting, and change management. Omnicom PR Group agencies FleishmanHillard, Ketchum, and Porter Novelli recently joined forces in Singapore to offer their collective expertise to benefit clients in the Asia-Pacific region.
KLARECO COMMUNICATIONS PTE. LTD.
Established in Singapore in 2010, Klareco Communications is a multi-award-winning strategic communications firm. It is a member of Global Communication Partners (GCP). Klareco has a diverse range of stakeholders in government and non-governmental organizations, business, the media, and the general public. Its integrated communications approach combines its expertise in corporate and financial communications with public affairs, crises, and digital communications. Through its Klareco offices and network of affiliates, it operates in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Thailand, and Vietnam. Klareco Communications won the PRCA SEA Awards (2021-2022), and PR Awards Asia Silver (2021).
GRAYLING ASIA PTE LIMITED
Grayling Asia Pte. Ltd., which was incorporated in 1993, is a full-service public relations and communications firm that offers 360-degree strategic services. Its services includecommunication services spanning B2B, consumer brand, and corporate communications; risk and crisis management; media and influencer interactions; and social media services. The company has expertise in serving aerospace and aviation, education, FMCG, government and the public sector, healthcare, technology, transportation and logistics, and travel and tourism sectors. Grayling Asia won the PRCA DARE Awards in 2021, and the CIPR PRide Awards and SABRE Honors AME in 2019.
BRUNSWICK GROUP PTE. LIMITED
Incorporated in 2013, Brunswick Group Pte. Ltd. is a consulting firm that specializes in business-critical challenges. Brunswick assists businesses during key financial crises such as mergers and acquisitions, IPOs, and shareholder activism, as well as in continuous investor engagement. It provides advice on essential issues and critical stakeholders at the intersection of business, politics, and society, and assists the clients - some of whom are the leaders of huge, complex organizations - in understanding and navigating these interrelated worlds. Brunswick works with clients to develop data-driven digital strategies and techniques to address crucial business challenges.
FIFTH RING PTE. LTD.
Established in 1991, Fifth Ring Pte. Ltd. is a global integrated corporate communications firm with extensive experience in energy communications. Fifth Ring has offices in the Americas, Europe, and Asia. It offers services such as brand and strategy, design, digital media, public relations, and advertising throughout its hubs which are located in North America, South America, Europe, the Middle East, and Asia Pacific. The company collaborates with customers on customized marketing communication initiatives on a local, regional, and worldwide scale.
MUTANT COMMUNICATIONS PTE. LTD.
Incorporated in 2012, Mutant Communications Pte. Ltd. is a public relations and content marketing agency based in Singapore and Malaysia that serves customers throughout Southeast Asia. Mutant Communications is a group of creative professionals and digital natives, including digital and communications specialists, public relations experts, and skilled editors, journalists, and storytellers. The agency provides brand, PR, content, and marketing support to its customers, in the spheres of consumer, corporate, B2B, technology, human resources, employer branding, crisis communications, and media training. Mutant Communications’ honours include PR Awards Asia, Marketing PR Awards, Mumbrella Asia Awards and Marketing Magazine AOTY Awards.
REDHILL COMMUNICATIONS PTE. LTD.
Established in 2014, Redhill Communications Pte. Ltd. is a full-service public relations and communications agency. It provides strategic advice on public relations, digital narratives, crisis management, internal communications, and branding. The agency’s clients are from sectors such as technology, fintech and crypto, venture capital, finance and insurance, mobility and logistics, government, education, health and pharma, travel and hospitality, and food and beverage. Redhill Communications earned the New PR Consultancy of the Year Award in 2017, the Fastest Moving Global PR Agency Award in 2019, the ER 50 Award in 2020, and the Straits Times Award in 2021.
LEWIS PUBLIC RELATIONS PTE. LTD.
Lewis Public Relations Pte. Ltd., which was established in 2000, is one of the industry's fastest-growing agencies, with 550 staff spread over 24 offices in Asia, Europe, and North America. It offers complete public relations, marketing, and digital services to clients all over the world. The agency is said to be APAC's future hub for mobile and data. A combination of capabilities and specialists provides the basis for delivering best-in-class integrated marketing solutions to clients. Lewis Public Relations is energetic and leads an award-winning office, which has been named Agency of the Year in B2B and CRM.
APCO WORLDWIDE ADVISORY SERVICES PTE. LIMITED
Established in 2006, APCO Worldwide Advisory Service Pte. Ltd. is an advisory and advocacy communications firm. APCO provides a comprehensive range of consulting services, including government relations, new market entry, strategic communications, media management, geopolitical risk assessment, digital, and advisory services. It has experience and expertise in the energy, education, financial, food, consumer products and retail, healthcare, philanthropy, and technology sectors. APCO also collaborates with clients in new technological fields such as artificial intelligence, drones, and cryptography. It has assisted major clients ranging from global corporations to international organizations, governments, and non-governmental organizations. APCO has operations in Indonesia, Thailand, and Vietnam.
COGNITO ASIA PTE. LTD.
Cognito Asia Pte. Ltd., which was incorporated in 2010, is a public relations, marketing, and communications firm. Cognito assists enterprises in finance, technology, and professional services. It also assists businesses in improving their performance and managing their reputation. Cognito Asia offers planning, marketing, design, public relations, and social campaigns, as well as proprietary software that provides measurability and intelligence. The company serves clients in diverse sectors and fields, offering outsourced marketing support, media relations, branding, social planning, strategic counsel, and issue management services. Cognito Asia has offices in London, Amsterdam, New York, Los Angeles, and Hong Kong.
