Singapore 2023: Public and non-profit sector reputation index

What is this Index about?

The Public Sector is a globally validated model of reputation that has been adapted for the public sector. The model explores reputation for public agencies from a micro, bottom-up lens, looking at the components that drive reputation from a public perspective.  2023 is the first year Singapore participated in this index, alongside New Zealand and Australia.  

How is the Index measured?

Reputation is measured across 16 attributes, grouped into the following 4 pillars:

• Trust
• Leadership
• Social Responsibility
• Fairness

The reputation index is a composite score of these 16 attributes. The Index ranges from 0-100, with 100 being the perfect score. Singapore scores 73 points in 2023. 

We spoke to 1328 respondents and sought their views about 33 Singapore agencies. 

Data collection was conducted online. The sample is representative on age (18+), gender and ethnicity.

What are some of the key highlights?

1. Singapore's average reputation score is ahead of both New Zealand and Australia.

2. Agencies in Singapore are tightly clustered in terms of their overall reputation, pointing to a strong consistency in performance.

3. MOH, SPF, NCSS, SSG and PUB make up the top 5 agencies in the index in 2023. 

Top performing agencies have higher visibility among the public, or have played leading roles in key transformational topics during recent years

What are some of key takeaways?

Look beyond trust
It is important to look at trust as it is fundamental to maintaining a strong connection with citizens. But when trust has become an expectation and a hygiene, how can we ensure that trust is supported and reinforced with the public?   This needs to be done through meeting citizens' expectations steadfastly, as well as addressing their concerns as individuals across all segments of society.

Deliver excellence
Our findings showed that agencies that performed well demonstrated capability and expertise, especially in times of crises. These agencies are consistent in their message and delivery, allowing citizens to recognise the agencies' intent and the actual impact made.  As a result, these agencies are viewed more positively for their good works, whether it is through the media or through word-of-mouth. 

Involve citizens
Most citizens desire a strong sense of personal agency. Our research showed that citizens want to feel heard and be involved. This is a key driver  to building stronger connections to Singapore. By involving citizens in your policy process, you allow citizens to develop a sense of belonging and optimism for the society and the future. This, in turn, will drive reputation.

Would you like to know more about:

• What the Index is about and how does it matter for me?
• What is my agency's reputation index score, relative to others in the same field?
• What are my strengths and limitations in driving reputation?
• What are citizen's sentiments and perceptions of your agency and your public engagement efforts?
• How do public perceptions differ across demographic segments?
• How would citizens want to engage with you?

Get a copy of the Agency-specific Report today! The report covers more about what the index is about, as well as agency-specific insights and results.

Each repost is priced at S$5,900 + GST. This price includes:

• 1 Agency-specific report
• 1 Presentation to your organisation

For queries, please contact jovel.tan@veriangroup.com