Agency Showcase
Ketchum ethical decision-making model
Ketchum has always had a strong commitment to ethics and has made ethical decision-making a core skill of all its employees through training, leadership development and practical guidelines to ensure that business is conducted with the highest level of transparency and responsibility.
In 2005, firm leaders collaborated with Trust, Inc. author Carol Osborn and marketing communications law experts to develop a unique training program based on Osborn's LEAP model:
L – Learn everything you can
E – Evaluate your options
A – Access your intuition
P – Put your decision into action
All Ketchum employees complete the core training and are tested on their understanding of the content. They also then complete an annual ethics certification program.
Ketchum updates its training materials regularly through online video-based training courses, which outline evolving policies that affect the company's work and its clients. To date, the company has 100 percent compliance.
As further evidence of the firm's commitment to ethical practices, Ketchum shares best practices with its clients via webinars and in-person meetings. The company also shared the model with other agencies through a special training program held in conjunction with the Council of PR Firms.