Ketchum University announces PR course results


Ketchum has announced the completion of its first 18-month Ketchum University curriculum cycle.

Beginning in 2012, Ketchum established a long-term partnership with Tsinghua University to review and endorse the Ketchum University curriculum on an annual basis. Working together, the two organisations have aimed to advance the professional development of employees in Ketchum’s Greater China offices. The partnership is the first of its kind between a public relations agency and a premier Chinese academic institution.

Between 2012 and 2013, 16 Ketchum colleagues across Greater China achieved the Tsinghua University Gold Standard of Public Relations Professionalism, having completed at least 20 hours of professional training, while 36 professionals attained Bronze levels or higher, participating in at least 10 hours of Ketchum University training.

Sean Fitzgerald, Ketchum Partner and Executive Vice President of Greater China said: “Ketchum University, our agency’s global learning and development platform, enables us to maintain a consistently high level of client service, innovative approaches and professionalism. Tsinghua University’s prestige and endorsement of the Ketchum University curriculum provides a long-term benefit to our people, who are located in our five Greater China offices. Training based on the latest local and global best practices enables our team to provide industry-leading service and support to our clients. We are very proud to be in partnership with Tsinghua University.”

Professor Shi Anbin, Associate Dean, School of Journalism and Communication at Tsinghua University, said, “We at Tsinghua University are deeply impressed by Ketchum’s ongoing dedication to training and development so that it’s highly skilled team can deliver the best strategic communication consultation to clients. Our joint programme is an inspiration to the many Tsinghua University School of Journalism and Communication students who are present at the ceremony today. Together, Tsinghua University and Ketchum are taking learning to the next level for our students and professionals.”

Ketchum and Tsinghua University held the event at the university’s Omnicom Building, School of Journalism and Communication. Eligible Ketchum representatives from mainland China, Hong Kong and Taipei were awarded Tsinghua Gold certificates at the ceremony by Professor Shi Anbin.

Serge Dumont, Omnicom Group Vice Chairman and Chairman, Asia Pacific, said of the event, “I am extremely pleased to see the partnership between Ketchum and Tsinghua University growing strongly. Ketchum has a time-honored tradition of commitment to learning and people development, and Omnicom is delighted to be able to support these endeavors.”

Formal collaboration between Ketchum and Tsinghua University began in 2012 and covers a five-year period. The Ketchum University curriculum, created especially for Greater China, focuses on five key areas of learning, including creativity, strategic thinking, business development, measurement and analytics, as well as digital and social media engagement.

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