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Public relations (PR) consultancy Ketchum is set to add a slew of  courses to its mainland staff training programme, Ketchum University, which is often credited as one of the key factors behind the company's ability to attract and retain some of the best talent in the job market. PR veteran Joshua Campbell was recently assigned to run the scheme. He swaps e-mails with Rick Gangwani
What is Ketchum University?
 Its mission is to deliver the skills and education needed by our colleagues  so they can convey Ketchum's brand promise to clients, and to continually develop them personally and professionally. In Greater China, we are committed to reaching our more than 160 colleagues in five offices.  We also want to strengthen our long-term ties with top universities and industry groups in Greater China to explore cooperation opportunities for training programmes. 
 What methods of training do you use?
 We utilise both online and offline training methods, including self-training opportunities from our award-winning intranet, myKGN. We will augment this with more interactive, one-on-one classroom-style training and knowledge-sharing opportunities.  
 When do you plan to introduce the Camp Ketchum initiative to your staff in China?
 Our goal is to begin unrolling the new initiative in the fourth quarter of this year. We also plan to set up a certificate programme that allows our colleagues to complete certification after consuming a set curriculum. 
As China grows, it becomes even more important to ensure our Chinese colleagues are receiving the best training possible. They will, in turn, take this knowledge to their China-based clients who are increasingly playing global roles, as well as to Ketchum's global clients who are expanding within Greater China and expect the same high level of service as elsewhere. 
 What are some of the new training and development courses you're planning?  
 A 'glocalised' approach to bringing Ketchum's best practices to the region will certainly be the way forward. Courses will include new business skills, creativity, digital and social media marketing, and leadership and management skills.
 What are the implications in terms of hiring and internal transfers?
 There is a great thirst for knowledge here in the region, both within Ketchum Greater China and also among our clients. I am confident that through a strong training programme, we will be able to further differentiate Ketchum in Greater China, enhance the abilities of team members and thus provide even better service to our clients. Through these measures we will also be able to attract strong new talent, while also improving retention of our existing team.
 What makes  your training and development programme different?  
 To my knowledge, very few agencies in Greater China have committed to learning and development programmes of this magnitude, and we plan to build Ketchum University into a key strategic differentiator in the region.
 How much cumulative training can a typical Ketchum staff  expect to receive?  
 Ketchum University's tagline is 'Making the Best Better'. Our commitment is to help each  colleague continuously improve his already great service to clients, as well as to achieve the satisfaction of his own personal development. In 2010 alone, Ketchum University offered nearly 1,500 hours of courses. Globally, more than 80 per cent of our staff took advantage of the course offerings, representing  more than 18,000 hours of employee training. The number of course offerings  increases each year. 
 Do you plan on doing any hiring in the near future?
 Ketchum continues to add personnel in alignment with our continued growth.
 What training can fresh graduates expect to receive when they join Ketchum?
 Ketchum University Greater China training will be tailor-made to meet the needs of junior and senior staff. There will be variations but we are  exploring commonalities to build an overall strategic advantage. 
 How about new managers? 
 Ketchum University has a strong programme of management and leadership courses. For example, new managers receive training that helps orient them to their new role as manager, teaches how to give and receive feedback, and instructs on how to interact with differing personality types.



Catching up with Ketchum