Senior Manager

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).

You will work with your team of communications officers from the various Constituency Offices

(COs) in the GRC on the following communications initiatives:
Communications Planning
- Work with the GRC’s Communications Officers to develop and drive the execution of the

GRC’s communications strategy.
- Work with Communications Officers and PA Communications Group to align with PA’s

overall communications objectives and identify stories for publicity through various

channels.
- Ensure GRC’s communications efforts are compliant with PA’s communications policies,

SOPs and guidelines.
- Analyse communications reports from COs to identify and manage issues or leverage on

communication opportunities to strengthen PA’s mission and brand in the community.
- Support media and social media campaigns for GRC-level communications initiatives.
- Guide Communications Officers on drafting of public statements in response to queries form

the media.
- Where necessary, work with Communications Officers and PA Communications Group on

crisis communications management.

Outreach and Engagement
- Develop and sustain the GRC’s physical and digital networks with creative and engaging

content.
- Grow GRC’s social media channels. This involves working with the GRC’s Communications

Officers to develop a monthly content calendar and guide officers on the message framing,

branding and design.
- Work with COs to amplify content and disseminate communications materials.

Sentiments Gathering Planning
- Plan, implement and drive ground sensing efforts through various networks and channels in

the GRC Cluster to better understand residents’ fears, concerns and aspirations so as to

enable Government to be responsive, nimble and enhance improvements to policies,

processes and communications.
- Implement the feedback mechanism of COs at the GRC Cluster and build up a library of

feedback through various channels.
- Collate, sense-make and analyse feedback trends to assess effectiveness of P-G and G-P

strategies and make recommendations.
- Plan, strategise and implement ground sensing approaches and mechanisms to better

understand changing social drivers, attitudes and dynamics at the ground.
- Develop a deep understanding on the demographic profiles in the GRC Cluster to enable

more effective design of engagement initiatives.
- Work with Communication Officers to plan and disseminate targeted G-P messages to

specific resident segments.

PEOPLE’S ASSOCIATION

3

Duties & Responsibilities
- Work with People & Government Engagement Division to design and implement targeted

messages for respective resident segments to enable last mile communication of

government policies and schemes.
- Activate the GRC’s Communications Workgroups (CWGs) and Communication Officers in

charge of Sensing & Messaging to work on national campaigns to share important

government policies and programmes with residents.
- Organise People-Government/Government-People related dialogues and discussions with

GRLs, volunteers and residents within the GRC, to gather feedback on national policies and

support government agencies in their community engagement initiatives.
- Identify appropriate opportunities to share national policy narratives as part of constituency

level events or campaigns.

Training and Capability Development
- Assess operational readiness of staff, CWGs, Opinion Leaders (OLs) and work with COs to

identify their training needs.
- Work closely with Communications Officers, PA’s Communications Group and NACLI to

develop suitable learning programmes to strengthen the team’s capabilities.
- Facilitate cross-sharing of best practices at the GRC-level.
- Participate in WOPA workgroups to innovate and develop solutions to strengthen PA’s

communications capabilities and effectiveness.

Others
- Prepare relevant reports in a regular and timely manner.
- Perform any other duties assigned by senior officers.