Senior Executive, Public Relations

The Senior Executive, Public Relations supports NTUC Club’s external communications, corporate reputation and earned-media efforts across its B2B and B2C portfolio of brands. The role develops accurate, newsworthy and audience-relevant publicity materials; supports key messaging for corporate announcements, campaigns and strategic initiatives; builds relationships with media, influencers and PR partners; coordinates media engagement; and monitors coverage, public sentiment and emerging issues. The Senior Executive is expected to work closely with internal stakeholders to understand business priorities, secure factual and management clearances, protect NTUC Club’s reputation and strengthen sustained brand visibility. Key Responsibilities: • PR planning and story development Support the development and delivery of integrated PR plans that strengthen NTUC Club’s corporate reputation across its B2B and B2C portfolios. Identify newsworthy angles, shape story narratives and key messages for corporate announcements, campaigns and strategic initiatives, and maintain a forward publicity pipeline aligned with organisational and business priorities. • Media materials and editorial Draft, edit and proofread media releases, advisories, interview pitches, media invitations, fact sheets, FAQs, holding statements, speeches, talking points and briefing notes. Ensure materials are clear, accurate, aligned with NTUC Club’s house style and tone of voice, and ready for the intended audience and channel. • Media pitching, relations and engagement Develop and proactively pitch tailored story angles to relevant journalists, editors and producers to secure earned-media opportunities. Build and maintain strong working relationships with media contacts, PR partners and relevant stakeholders; disseminate approved materials; manage follow-ups; and respond promptly and professionally to media enquiries and requests to drive coverage, publicity and brand visibility. • Interviews and spokesperson support Coordinate interview opportunities, media briefings and on-site coverage. Prepare spokesperson briefs, anticipated questions and approved messages; manage logistics and ensure relevant internal stakeholders are aligned before engagement. • Media events, drops and influencer engagement Plan and execute media previews, invitations, media drops and relevant influencer engagements. Manage guest lists, RSVPs, materials, gifting and on-site requirements while ensuring appropriate approvals, records and follow-up. • Media monitoring and reporting Monitor media coverage, public sentiment and relevant conversations; maintain accurate clipping records; and prepare PR reports post-campaign. Assess results against agreed indicators, highlight sentiment and emerging issues, recommend actions where necessary, and capture learnings and recommendations for future outreach. • Issues and crisis communications support Monitor for potential reputational issues, escalate concerns promptly and support crisis communications planning and response across external channels in accordance with the approved Incident and Media Management SOP. Assist with fact gathering, holding lines, stakeholder coordination, media monitoring and post-incident documentation. • Stakeholder and clearance management Work with business units, corporate stakeholders, Customer Experience, PR partners and other relevant teams to obtain complete information, visuals and factual confirmation, and to address reputational issues and opportunities. Maintain clear review and approval trails, and ensure materials are not disseminated before the required departmental, management and business unit clearances are secured. • PR platforms, databases and records Maintain the media database, campaign media lists, PR WIP, coverage folders, templates, approved materials and decision history in SharePoint. Support the effective use and administration of media-monitoring and PR tools. • Budget, vendor and governance support Track approved PR spend, quotations and commitments; brief and coordinate vendors; and maintain supporting procurement, reconciliation, evaluation and audit documentation in accordance with internal requirements. Requirements: • Degree or diploma in Mass Communications, Public Relations, Media Studies, Journalism or a related field. • At least 3–5 years of relevant experience in public relations, media relations, corporate communications or a related communications role. • Proven experience in media pitching, developing newsworthy story angles and securing earned media opportunities. • Exceptional writing, copywriting, editing and proofreading skills, with strong news judgement and critical-thinking ability. • Strong project management and stakeholder management skills, with the ability to coordinate internal teams, media contacts, agencies and vendors. • Ability to thrive in a fast-paced, cross-functional environment while supporting both B2B and B2C portfolios. • Ability to multitask, manage competing priorities and deadlines, and respond calmly and promptly to emerging media or reputational issues. Note: This scope of work is not limited to the above and may include additional responsibilities under the Group Marketing, Communications and Brand department, as required by business needs.