Sr Asst Manager

STATEMENT OF PURPOSE

The candidate for this role will be part of the department’s External and Media Relations unit to develop and implement media publicity and engagement initiatives across multiple institutions, platforms and media channels to promote the institution’s brand objectives.

MAJOR DUTIES AND RESPONSIBILITIES

A. Media Relations and Brand Building

• Develop and implement media cultivation and pitching strategies to build the hospital’s brand, profile key services and educate the public on various health promoting initiatives.

• Build, maintain and demonstrate strong relationships with key local media and clinical leaders, and proactively identify media opportunities that advance the hospital’s organisational and reputational objectives.

• Maintain robust round-the-clock mainstream and social media monitoring processes

• Prepare quarterly media analyses and key performance indicator reports

• Work with various hospital spokespersons to respond to media queries

• Prepare media toolkit (e.g. press releases, factsheets, info-graphics etc)

B. Crisis Communications and Reputation Management

• Anticipate emerging issues and reputational risks

• Develop timely and effective communications strategies to manage crisis situations

• Provide astute counsel to senior management on sensitive or high-profile matters and the implementation of communication strategies

• Work closely with key internal and external stakeholders to coordinate communications messages and efforts

• Prepare crisis monitoring and risk management reports

• Maintain and update crisis communications standard operating procedures

• Support mass emergency preparedness exercises and business continuity plans for the department

C. Social Media and Content Creation

• Develop and execute engaging social media strategies across platforms (Facebook, Instagram, TikTok, LinkedIn, Twitter) to ensure that digital communications enhance the hospital’s digital presence and support the hospital’s broader media, brand and reputation objectives

• Create compelling healthcare video and/or static content, and ensure medical accuracy and appropriate sensitivity

• Manage day-to-day social media operations including content calendar planning, post scheduling, community management, and timely response to public enquiries in consultation with relevant medical departments and stakeholders

• Monitor and analyse social media metrics, prepare regular performance reports, and adjust strategies based on data insights

JOB REQUIREMENTS

(A) EDUCATION, TRAINING AND EXPERIENCE

The ideal candidate should possess these qualifications and skill sets:

• Bachelor’s degree in any discipline, preferably in Communications or Journalism

• 6 to 8 years of relevant experience in media and crisis communications work in a mid to large size organisation

• Good networks with key local media institutions

• Excellent written and oral communication skills and story-telling abilities

• Excellent people relations skills and able to engage senior management

• Able to analyse issues calmly, analytically and recommend timely solutions

• Strong understanding of social media trends and best practices across various platforms

• Demonstrated ability to identify and leverage emerging social media trends

• Experience with social media management tools and analytics platforms

• Ability to produce organic content (e.g. infographics) using Canva

• Ability to perform post-production using industry-standard software (e.g. Adobe Premiere Pro, CapCut) will be an advantage

• Able to work under stress, tight timelines and able to support after-hours media and crisis communications responses when required

• Highly driven, independent and enjoy working in a fast-paced, challenging and rewarding environment

• The designation and job grade will depend on the qualifications, skills, and experience of the candidate

(B) PROFESSIONAL LICENCE

None