FRÉDERIC FOUGERAT DANS LICENCE MAGAZINE

« Interview with Frédéric FOUGERAT: Insights from the President of Tenkan Paris »

Selena Gomez, Frédéric Fougerat et Kamala Harris

In an exclusive interview with Frédéric FOUGERAT, the President of Tenkan Paris, we delve into his remarkable journey in the field of communication, crisis management, and leadership. With a diverse professional background spanning media, politics, and business, Mr. FOUGERAT shares his insights on the evolving landscape of communication, the challenges faced in managing crisis situations, and the importance of civic engagement and corporate social responsibility.

Professional Background and Journey:
Frédéric FOUGERAT’s career path is a testament to his passion for communications. From his early days in broadcasting to handling communications for politicians and eventually venturing into the business world, Mr. FOUGERAT’s experiences have shaped his unique perspective on the industry. His decision to establish Tenkan Paris in 2022 marked the realization of a long-standing dream to run his own agency.

Challenges in Crisis Communication:
As a seasoned communications expert, Mr. FOUGERAT emphasizes the importance of anticipation and urgency in managing crisis situations. His approach focuses on intelligence gathering, proactive measures, and maintaining composure in high-pressure scenarios. With years of experience in crisis communication, Mr. FOUGERAT navigates the complexities of protecting, fixing, and preserving the reputation of sensitive personalities and organizations.

Evolution of Communication Profession:
In the era of globalization and digitalization, the communication profession is undergoing rapid transformation. Mr. FOUGERAT highlights the need for professionals to adapt to continuous crisis modes, embrace new technologies like artificial intelligence, and uphold high standards of professionalism. The digital age has revolutionized the way we communicate, requiring practitioners to stay ahead of the curve.

Books on Communication and Management:
Frédéric FOUGERAT’s passion for sharing knowledge and expertise led him to author books on communication and management. Through his publications, he conveys the message of decisive leadership, strategic decision-making, and the human-centric approach to communications. His books have resonated with readers worldwide, reflecting his commitment to empowering future generations of communication professionals.

Lessons for Communication Professionals:
As a teacher and speaker, Mr. FOUGERAT imparts valuable lessons to communication professionals and students. He underscores the importance of empathy, observation, and active listening in communication roles. By embracing the human aspect of the job, professionals can forge meaningful connections, understand diverse perspectives, and navigate complex environments with finesse.

Future Plans and Aspirations:
Looking ahead, Frédéric FOUGERAT’s focus lies in mentoring and supporting the next generation of communication leaders. Through his global engagements and speaking opportunities, he aims to inspire young professionals and nurture their talents. His dedication to education, empowerment, and international collaboration underscores his vision for the future of communications.

Civic Engagement and Corporate Social Responsibility:
Mr. FOUGERAT emphasizes the genuine commitment to corporate social responsibility and civic engagement in the current context. He highlights the value of CSR initiatives that go beyond mere branding exercises and align with core values and principles. His advocacy for social justice and sustainable development reflects a holistic approach to responsible business practices.

Advice for Young Professionals:
In closing, Frédéric FOUGERAT offers valuable advice to young professionals aspiring to enter the field of communication and management. He encourages them to pursue the career for the right reasons, embracing the challenges and opportunities that come with the role. By prioritizing empathy, dedication, and a genuine interest in promoting brands and individuals, aspiring professionals can excel in the dynamic realm of communications.

Conclusion:
Frédéric FOUGERAT’s journey as a communication expert, author, and mentor exemplifies the multi-faceted nature of the profession. His insights, experiences, and unwavering commitment to excellence serve as a guiding light for the next generation of communication professionals. Through his leadership, advocacy, and vision for the future, Mr. FOUGERAT continues to shape the industry and inspire others to make a positive impact through effective communication practices.

Frédéric Fougerat, president of Tenkan Paris (by Jérémie Boketshu)

Interview Frédéric FOUGERAT, president of Tenkan Paris / For Licence Magazine


1. Could you tell us about your professional background and what led you to work in the field of communication?

My career path took me through the media, politics and business. I dropped out of law school to get into broadcasting, in the early 1980s, when radio stations blew up in France after they were deregulated. We felt like pioneers, inventing new jobs in new media, away from the traditional channels. I then handled communications for politicians, men and women, while they were in office. Coming from the media, I passed for a seasoned professional. In reality, that’s when I learned the job, in the field, with the people… After leaving the French parliament, I moved on to the business world. Twenty years as VP Communications, Public Affairs, CSR, Marketing in large international groups, across industries such as human resources, oil & gas, pharma, innovation, catering or real estate. I had always dreamed of running my own communications agency, and that finally came true in 2022 with Tenkan Paris.
  
2. As the president of Tenkan Paris, what are the challenges you face in managing crisis communication, image, and reputation for sensitive personalities?

In a crisis, my job as a communications expert is to produce intelligence in order to protect first, fix later, and never ever add fuel to the fire. My two main challenges in crisis communications are anticipation and urgency. My responsibility is to raise awareness among executives, brands and companies about the necessity to be seriously prepared to face crisis situations and to communicate in such demanding circumstances. Keeping communications under control is not as easy as it seems, there is no room for improvisation. Then there’s the matter of urgency, I mean actual urgency, not disorganization or panic. Here, your personal capabilities will only take you so far. This is about putting in the work, and putting your experience to work, keeping a cool head, taking a step back. Being a professional who trained and practiced in order not to be overcome by stress or emotions.

3. How do you see the evolution of the communication profession and its current challenges, especially in a context of globalization and digitalization?

Communications is an ever-evolving field, always has been really. And going digital changed the way we relate to time. Everything is instant and global, now. What’s more, we’re facing two parallel, ongoing revolutions. First, continuous crisis mode requires us to be more and more professional, more and more exacting. Once again, preserving, protecting, then repairing or restoring the reputation of a person, an organization or a brand cannot be achieved by improvising. There’s far too much at stake, socially and financially, in our media-crazed world to risk any damage to your image. Second, artificial intelligence can complement actual intelligence if you know how to handle it, how to wrestle it, how to drive it. In the near future, AI will eliminate some of the current jobs in communications, but it will also facilitate new ones, requiring even more expertise.
 
4. What inspired you to write your books on communication and management, and what message do you want to convey to your readers?

My editor noticed how my columns in the press and my social media publications garnered replies and reactions, and suggested we take my discourse further. The first book was a success, then the second one as well, then the next ones until I was selling them in 25 countries, which allows me to spread my vision of communications and my experience of management far and wide. Both can be boiled down to the same verb: decide. Leading in communications demands authority, with dozens of decisions to make every day. Creative decisions, strategic decisions, political decisions, financial decisions… You must be ready to commit at all times. It’s the same for management. You cannot be a good manager if you cannot make a decision.

5. As a teacher and speaker, what are the main lessons you want to share with communication professionals and students?

When I share my experience and my vision of communications, I always emphasize the human aspect of the job. Yes, it requires technique and expertise, but most of all, you must be a people lover, empathetic, an observer and a listener, open to difference, ready to know and understand others, discover environments and contexts that open you up to new worlds. I like this quote attributed to Leonardo da Vinci, which translates to “knowing how to listen means possessing, besides one’s own, the brains of others”.

6. How do you manage the pressure and responsibilities that come with being the number 1 most influential personality in communication in France?

No ranking, no matter how prestigious, is an end unto itself, even in Forbes magazine. It’s a photograph of a moment in time. It’s very pleasant, of course, but you shouldn’t let it go to your head. As I always tell my students, you can never have influence on every topic, all the time, everywhere, for everyone. It should be cause for reflection and humility, for there are always people who are more brilliant than you, yet remain in the shadows. So influence is really a very relative value.
  
7. What are your future plans in terms of professional and personal development, and what are your aspirations for the future?

These days, my ambition is to pass the baton to future generations and support them in any way I can. My motivation is in sharing what I learned to help younger people become the next leaders in communications. This is made possible by the many invitations I receive from French-speaking countries, especially in Africa, which I try to honor. They also allow me to meet my readers and my social media followers from all over the world in real life.
 
8. As a commander of the National Order of Merit, a knight of the Agricultural Merit, and a knight of the Arts and Letters, how do you perceive these recognitions and what message do you want to convey to younger generations?

As a self-taught man, to be named Commander of the National Order of Merit by President Macron and awarded by President Hollande is a tremendous honor. This official recognition doesn’t just reward my journey or commitments, but also the hard work of my teams. I am the embodiment of the collective talent and expertise that I have had alongside me for years. Success is never a one-man-show! That’s a key management lesson.
Through me, communications are also officially acknowledged. Arts and Letters usually celebrate the world of culture, seldom taking interest in us. So this other title bestowed upon me is really shining a light on our profession as a whole. Not just me, visible as I am, but on all those in the field whose talents may go unrecognized.
To the youngest, I say “Believe in yourself, believe in your dreams! Do not let obstacles slow you down, jump over them! Do not be afraid, especially of yourself!”
  
9. Could you talk about the importance of civic engagement and corporate social responsibility in the current context?

Corporate social responsibility can add value to your business, on the condition that it is used sincerely, not just as an opportunistic way of improving your brand’s image.
I’m not saying one shouldn’t communicate about commitments, but they shouldn’t exist only for communications. For the past 40 years, I’ve campaigned against discrimination, all discriminations, not just the ones that bother me personally… This fight against injustice was not always made public by the companies I worked for, but it was always right there in the way I hired, the way I managed, the way I influenced through communications, in the public and private sectors.
These days, after running CSR for several listed companies, I sit on the mission committee of two communication agencies, Sport Market and Dentsu France. Another way for me to remain committed to sustainable development.

10. Lastly, what advice would you give to young professionals looking to enter the field of communication and management?

You should only go there for the right reasons, and with actual aptitudes. He or she who sees communications as a way to get into the luxury industry and receive a discount on handbags or watches is going about it all wrong.
On the contrary, those who like the idea of highlighting and promoting people or brands, of defending and protecting them in times of crisis, of working to restore and bolster their image afterwards, those who are not afraid of working some nights and some weekends, they seem like a good fit for communications. People more concerned about themselves than others should not choose this job. Otherwise, go for it!

Interview by Licence Magazine

Link to the interview of Frédéric Fougerat