Here's what PR professionals in SG are earning amid a market reset

Singapore's PR and communications industry is undergoing a significant reshaping, with boutique agencies, in-house communications teams and senior strategic talent emerging as the biggest winners in an increasingly cautious hiring market.

According to recruitment consultancy The Shortlist's "PR & comms talent report Singapore 2026", the market is not in decline but is experiencing a “genuine reset”, driven by agency restructuring, shifting client expectations and changing workforce priorities.

One of the trends identified in the report is mounting pressure on large network agencies. Redundancies, restructuring exercises and a growing number of brands bringing communications functions in-house have slowed hiring, with replacement roles increasingly scrutinised and, in many cases, left unfilled.

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By contrast, boutique and independent agencies are continuing to expand, supported by leaner operating models, greater agility and stronger workplace cultures. Rather than attempting to build full-service capabilities internally, many are increasingly partnering with specialist agencies across markets while maintaining a regional footprint.

The report pointed to recent expansion moves by independent firms including Mutant Communications and W Communications, while also noting acquisitions by independent global agencies such as Finn Partners and Ruder Finn as examples of continued investment in Asia.

Beyond agency hiring, the report found that organisations across sectors including financial services, technology and professional services are continuing to build internal communications capabilities. As a result, demand is rising for senior communications professionals capable of operating strategically and independently within businesses.

At the same time, specialist expertise in public affairs and corporate affairs remains in short supply, with geopolitical uncertainty fuelling demand for professionals who combine policy knowledge, stakeholder management and communications experience.

The report also highlighted business development as an increasingly important expectation for agency professionals, particularly from senior account manager level onwards, as agencies contend with slower sales pipelines and more intense competition for retained clients.

While artificial intelligence continues to reshape workflows, the report said it has yet to meaningfully change hiring patterns within PR and communications. Instead, AI is increasingly being used to automate administrative tasks, allowing communications professionals to focus on work requiring judgement, relationship-building and cultural understanding.

Another emerging trend highlighted in the report is the rise of fractional communications leadership, where organisations engage experienced communications directors or chiefs on a part-time basis rather than hiring full-time executives.

According to the report, the model is becoming increasingly attractive as companies seek senior strategic expertise without committing to permanent headcount, while experienced communications professionals pursue greater flexibility and autonomy.

Alongside its market outlook, the report also published salary benchmarks across agency, in-house, social media and business development roles.

Within agencies, monthly salaries range from SG$3,000 to SG$4,000 for account executives, increasing to between SG$17,000 and SG$25,000 or more for managing directors. The report noted that while entry-level roles remain relatively easy to fill, agencies continue to face challenges retaining and developing talent at senior account manager and account director levels, where leadership, strategic thinking and business development are becoming increasingly important.

For in-house communications roles, communications executives typically earn between SG$3,500 and SG$5,000 a month, while communications managers with regional remits command between SG$8,000 and SG$10,000. Heads of communications sit at the top of the salary scale, earning between SG$15,000 and SG$22,000. According to the report, organisations are increasingly seeking commercially minded communicators capable of advising senior leadership, navigating crises and demonstrating business impact beyond traditional communications metrics.

Social media roles are also becoming increasingly strategic as organisations place greater emphasis on integrating content, data and business outcomes. Monthly salaries range from SG$3,500 to SG$4,500 for social media executives, SG$4,500 to SG$7,000 for social media managers and SG$12,000 to SG$16,000 for heads of social. The report added that employers are increasingly looking for professionals who can connect social performance to commercial outcomes while leading integrated communications strategies.

The report also highlighted continued demand for senior business development talent, with business development directors earning between SG$12,000 and SG$18,000 or more a month, while vice presidents or heads of business development command between SG$18,000 and SG$25,000 or more. According to the report, agencies are increasingly prioritising experienced relationship builders with established networks over junior sales hires.

Separately, the report surveyed more than 100 PR and communications professionals across Singapore, revealing continued disconnects between employers and candidates.

While 43% of hiring managers said finding the right candidates was their biggest challenge, 33% of candidates cited a lack of suitable roles at their level as their primary frustration. Meanwhile, 45% of candidates said they had been ghosted during the recruitment process.

On AI adoption, 60% of hiring managers said AI is already essential or forms part of their regular workflow, compared with 48% of candidates who described themselves as "very confident" using AI in their day-to-day work.

Despite growing AI adoption, respondents identified business development and senior strategic counsel as the two biggest skills gaps in the market, reinforcing the continued importance of human expertise in the communications profession.

Commenting on the findings, Green said the Singapore market is at an "interesting inflection point", with network agencies restructuring, boutiques expanding and both employers and candidates trying to understand how the industry is evolving.

"The timing of this report feels right. The market is at an interesting inflection point. Network agencies are restructuring. Boutiques are growing. Candidates are more cautious about where they move. Hiring managers are under more pressure than ever to get it right the first time. And everyone, on both sides of the table, are trying to make sense of what's actually happening beneath the surface," she added. 

The findings come as AI continues to reshape the communications industry across the region. Recently, a survey by One Asia Communications found that while 58% of PR professionals across Asia viewed AI positively for its ability to enhance efficiency, creativity and analytical capabilities, 60% also identified the adoption of AI and emerging technologies as their biggest concern.

The study, which surveyed nearly 300 communications professionals across 12 Asian markets including Singapore, found optimism was strongest in markets such as Indonesia and Vietnam, where respondents were more likely to view AI as a driver of productivity and innovation.

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