Ketchum has a strong history of industry-leading training in Greater China dating back more than ten years, with regular multi-day events for high fliers. This not only brought tangible benefits to our people, but also to our clients who received enhanced service quality based on the latest global knowledge.

We have now established Ketchum University Greater China (KUGC) to take learning and development to the next level and ensure that our people are able to grow in key areas that benefit themselves and the agency. The additional aim is to develop a stronger culture and engage our people so that they stay with Ketchum.

Focused Curriculum, Break Through Client Service

The appointment in August last year of Joshua Campbell as director of KUGC is a clear demonstration of the agency’s commitment to learning, improving our people, and client service results. Campbell has been developing and delivering the KUGC curriculum working with Robert Burnside, Ketchum partner and chief learning officer. The curriculum is designed to improve skills in all areas of PR including measurement and analytics, creativity, and digital and social media effectiveness, as well as other crucial areas. The aim is to provide the best opportunities for Ketchum’s people to learn and grow, while also ensuring that their level of professionalism has reached Ketchum’s global standards. It is based on a three-tiered Credit Point System (CPS) that was created and utilized successfully by Ketchum colleagues in Germany, with Bronze, Silver and Gold levels of certification.

Putting the CPS to Work for Clients

Through the Learn Center on Ketchum’s award winning intranet portal, myKGN, every employee’s enrollment is tracked automatically, with the amount of earned hourly credit points measured. For each hour of learning, employees earn 10 points which accumulate to progress through the certification scale: 100 points achieves Bronze status, 150 points for Silver, and 200 points for Gold, while at each level the participant receives a certificate. These distinctions will clearly communicate to clients that they are receiving Ketchum’s Global Gold Standard in public relations.

KUGC’s offering is under constant development. We plan to enhance long-term relationships with top universities and leading industry organizations in Greater China in order to explore cooperation opportunities. In the near future, KUGC will also offer PR skills training courses to our clients.

Having a more highly skilled, more satisfied team as a result of KUGC, will directly benefit our clients who will receive superior public relations services, from enhanced strategic counseling to results measurement. Furthermore, reduced team turnover will also translate into greater consistency in service quality.