Introduction
The Public Affairs Department is
- a dynamic proponent of the police image, public and internal relations and crime prevention.
- a primary point of contact for news media, organizations and the general public seeking information about SPF's programs, policies, procedures, statistics, research and services.
- informs on all strategic communications matters and is responsible for the development, management and maintenance of a public information strategy.
- responsible for developing and maintaining harmonious relations between the Force and the community and other governmental departments.
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Our chief responsibilities include
- planning and protocol,
- preparing communications strategies,
- maintaining media relations by providing timely press releases and
- up keeping our publication effort to keep the line abreast of the latest internal developments and events
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Mission Statement
We enhance the SPF brand.
Vision Statement
SPF's Ambassador and Intelligent Voice.
PAD's mission is to enhance the SPF brand. In so doing, we:
- safeguard the SPF brand created and owned by every officer in the SPF;
- use our unique access to the mass media as a strategic lever to influence public opinion;
- surpass the expectations of our guests both local and foreign;development, management and maintenance of a public information strategy.
- promote SPF's unique policing style and culture in the conventional and non-conventional communication channels and
- spearhead reputation management efforts in the face of adverse publicity
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As an Ambassador, PAD officers aspire to:
- Act as the bridge to link SPF and our various publics;
- Represent and defend SPF's position on issues which affect SPF's image;
- Channel feedback and concerns from the public to the relevant SPF departments for their attention, and;
- Be knowledgeable about issues relating to SPF so as to provide timely, informed and credible responses.
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PAD strives to be an Intelligent Voice by:
Being the specialist information management agency in SPF and;
Leading the various SPF units to tailor, time and deliver messages for maximum impact among our targeted audiences.
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Roles and Functions
Corporate Communications Division (CCD)
The Corporate Communications Division (CCD) of the Public Affairs Department consists of three sub-divisions namely,
Internal Communications
manages and reviews SPF's internal communications strategies. The unit seeks to introduce new communications channels and educates officers on how best to utilise existing channels of internal communications.
Publications Unit
- handles the planning, co-ordination and production of the five regular periodicals of the Singapore Police Force (SPF), namely, the Police Life Annual, Police Life Monthly, Police Life Weekly, Commissioner of Police's Bulletin and the HUSRA newsletter.
- Headed by a Head Publications, a HASE officer, Its main role is to provide publicity and enhance the internal communication and public image of the SPF.
- Under the Head Publication's charge are two regular Police Officers and two full-time Police National Servicemen (PNSmen).
Web Publishing Unit
- The Web Publishing Unit (WPU) manages and produces the Singapore Police Force's (SPF) Internet and intranet Websites. This unit has seven personnel consisting of four MSOs, one regular officers and two full-time Police National Servicemen (PNSmen).
Media Relations (MR) Division
The Media Relations (MR) Division is responsible for assisting the SPF
management in media and information management for the Public Affairs Department
in the interest of the Singapore Police Force.
The MR Division
- assists officers of SPF on information and media management and dealing with the press/media as the police spokesperson.
- arranges and coordinates publicity on behalf of the other units like the Land Divisions, CID and TP for good-arrests, acts of public spiritedness, appeals for witnesses, next-of-kin and information to assist the police in their investigation.
- facilitates publicity for the various campaigns and functions mounted by the police.
- serves to assess and determine the role of PAD in the operation plans initiated by either PHQ Departments or MHQ.
- plans the manpower deployment as required by the emergency exercises.
- serves as an advisory body to PHQ on the appropriate course of action during times of crisis.
- oversees the functionality of the Media Information Centre (MIC), examining the work process as well as recommending areas for improvement.
Multi-media Unit
- coordinates and produces the Crime Watch television programme which is broadcast every month.
- scouts for Police actors, actresses and presenters who are capable of projecting a strong Police image.
- monitors the progress and success of the series in the number of cases solved.
Planning Division
The Planning Division oversees the strategic development of information management policies and processes within the SPF. It initiates research on public affairs, brand and reputation management issues and societal responsibility (SR) in SPF. It encourages volunteerism and the active involvement of its officers in community projects. Making sure that it remains one is also the responsibility of the Planning Division, which monitors the effectiveness of existing SR programmes and implements new ones. The General Office under the purview of the Planning Division supports the work of PAD. They take care of administrative matters such as leave and pay and ensure that the department is fully equipped to carry out its functions smoothly.
General Office
- oversees the daily administration of the department.
- manages the procurement, quotations and logistics for the department.
- handles the accounts, attends to incoming correspondences and distribution and submits returns to the Police Headquarters as and when required.
Heritage & Special Projects Divison
The Heritage & Special Projects Division (HSP) is the authority on heritage issues in SPF. The Division is also responsible for documenting learning lessons for PAD as well as providing secretariat support to the Department during major events.
- The management and operation of the Police Heritage Centre (PHC)
- The collection and maintenance of the archive of records, artefacts, photographs and other exhibits capturing significant milestones in the history and development of SPF
- Managing special projects of relevance to PAD
National Crime Prevention Council Secretariat
- Integral in educating the public through the active dissemination of crime prevention
- messages in an abiding effort to combat crime.
- Liaises with officer in charge of Societal Responsibility in effecting the planning, fund-raising and organization of activities and events which promote crime prevention.
- Identifies opportunities and areas for improving Police-community relations.
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