- Mission and Vision
- Values
- Pledges
- Organisation Structure
- Organisational Chart
- Staff Departments
- Specialist Staff Departments
- Specialist and Line Units
- Rank Insignia
- Police Day
- National Service
- Police National Service
- NSmen
- Our History
- Police Heritage Centre
- About PHC
- PHC Galleries
- PHC Virtual Tour
- PHC Tour Highlights
- Police Heritage Trail
- SPF200
- SPF200 Virtual Exhibition
- Singapore Police Bicentennial 2020 Medal
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INTRODUCTION
The Public Affairs Department (PAD) enhances the reputation and brand image of the Singapore Police Force (SPF) through the effective management of communications to the media and members of the public. Our key responsibilities include:
- The liaison authority between the SPF and the news media, as well as for information management and crisis communications;
- Development of SPF’s corporate communication strategies and policies;
- Production of publications and multimedia content; and
- Preserving and promoting SPF’s heritage.
MISSION
To enhance the reputation of the SPF and public trust through strategic and effective communication.
ROLES/FUNCTIONS
PAD’s main roles are:
- Multimedia Communications Division
- New Media Division
- Policy & Development Division
- Media Relations Division
- Heritage & Social Responsibility Branch
The Multimedia Communications Division (MCD) is the print and multimedia content production arm of the SPF. Apart from content production, MCD also oversees the SPF website. To foster greater public understanding for SPF officers and their work, MCD collaborates with the broadcast media in television productions such as Crimewatch. MCD also works closely with relevant stakeholders to create content that support and promote the mission and brand of the SPF.
The New Media Division (NMD) curates in-house social media content to showcase Police professionalism to enhance the SPF brand and build public trust. NMD’s key functions are new media strategy and planning, content curation and creation, social media and performance analysis, platforms management and media content production to sustain a strong social media presence to reinforce key narratives and messages by the SPF. NMD also manages a team of photographers and videographers who provides coverage for key SPF events to support PAD’s internal and external communications.
The Policy & Development Division (P&D) formulates and drives communication policies and branding guidelines for the SPF, and ensures that the SPF brand is portrayed consistently and accurately both within and beyond the Force. P&D also develops and manages strategic communications in the event of a major incident or crisis, and oversees the resource planning, administrative and overall financial functions of PAD.
The Media Relations Division (MRD) focuses on media relations to ensure proactive media publicity, and responsive, timely and transparent communication to strengthen trust and goodwill among the public and media. MRD also drives SPF's crisis communications efforts and ensures a consistent and timely update of information to the public to counter Distortions, Rumours, Untruths, Misinformation and Smears (DRUMS).
The Heritage & Social Responsibility Branch (HSB) is responsible for preserving and promoting the rich heritage of the SPF, as well as driving the fundraising and social activities component under the SPF’s corporate social responsibilities efforts. HSB advances public education and the understanding of the history of the SPF, including facilitating the collection and preservation of the Police artefacts, as well as curating the exhibits and hosting tours at the Police Heritage Centre.