Ketchum teams honoured at Tsinghua University


Ketchum honoured Tsinghua University Gold Standard of Public Relations Professionalism winners from across the Asia-Pacific region at an annual awards ceremony.

Expanding from Greater China, Gold Standard colleagues from Ketchum’s recently acquired public relations agencies in Singapore and South Korea also accepted awards for the first time.

Tsinghua University School of Journalism and Communication, internationally renowned as China’s most globalised educational institution, has reviewed and endorsed Ketchum University’s Asia-Pacific curriculum on an annual basis since 2012.

Working together, the two organisations have significantly advanced the professional development of employees in Ketchum’s Asia-Pacific offices.

This unique, long-term partnership is the first of its kind between a top-rated public relations agency and a premier Chinese academic institution.

In 2014, more than 40 Ketchum professionals participated in at least 10 hours of Ketchum University training, attaining Bronze levels or higher, while the Gold Standard is bestowed on colleagues participating in more than 20 hours of training.

Robert Burnside, Ketchum partner and chief learning officer. said: “We are very proud of our long-term partnership with Tsinghua University. Ketchum University training provides opportunities for exceptional personal and professional development and enables colleagues across the Asia-Pacific region to operate at the highest levels. We created Ketchum University curriculum that is specifically tailored to the Asia-Pacific region, and it focuses on five key areas of learning – creativity, strategic thinking, new business development, measurement and analytics, and digital and social media engagement. Tsinghua University’s extensive review of our course material and learning processes is incredibly meaningful to our firm and our colleagues.”

Professor Shi Anbin, associate dean of the School of Journalism and Communication at Tsinghua University, said: “I am deeply impressed by the cutting-edge topics covered by the Ketchum University curriculum such as strategic PR planning, creativity enhancement, and digital storytelling, among others, which all are strong indicators of Ketchum’s urgency and relevance in terms of re-conceptualizing PR in the age of social media. Our joint program continues to be an inspiration to Tsinghua University School of Journalism and Communication students who are present at the ceremony today. We also are very much looking forward to more thoroughly understanding Ketchum’s new strategic planning process and the difference it has made for the agency on a global basis.”

Ketchum and Tsinghua University held the event at the university’s Omnicom Building, School of Journalism and Communication. Eligible Ketchum employees were awarded Tsinghua Gold certificates at the ceremony by Professor Shi Anbin.

Serge Dumont, Omnicom Group global vice chairman and Asia Pacific chairman, said of the event:“I have witnessed the Ketchum and Tsinghua University partnership growing stronger and stronger each year, and I am pleased to see Gold Standard winners from South Korea and Singapore in attendance for the first time. Omnicom is delighted to be able to support these endeavors.”