By World Licence 
Frédéric Fougerat, President of Tenkan Paris and a leading figure in communications in France, shared his thoughts on the evolution of the industry in an exclusive interview. From his early days in broadcasting to his current role as a respected advisor and author, Fougerat’s career has spanned media, politics and business. He highlights the crucial role of human connection, empathy and decision-making in successful communication, especially in today’s hyperconnected and crisis-ridden world. “Communication is a people business,” says Fougerat. “You have to be a lover of people, empathetic, observant and a good listener, open to difference, ready to know and understand others, to discover environments and contexts that open you up to new worlds.” He warns against those who enter the field solely for personal gain: “Those who see communication as a way to enter the luxury industry and get a discount on handbags or watches are completely mistaken.”
Fougerat stresses the growing importance of anticipating and effectively managing crises. “My responsibility is to raise awareness among leaders, brands and companies about the need to seriously prepare for crisis situations and to communicate in such demanding circumstances,” he explains. “Mastering communication is not as simple as it seems, there is no room for improvisation.”
The rise of artificial intelligence presents both challenges and opportunities for the sector. While AI can automate some tasks, Fougerat believes it will ultimately require even greater human expertise and strategic thinking. “AI can complement real intelligence if you know how to manage it, how to master it, how to direct it,” he says.
Beyond his professional accomplishments, Fougerat emphasizes the importance of civic engagement and corporate social responsibility. He encourages companies to integrate CSR sincerely, and not just as a marketing tactic. “Corporate social responsibility can bring value to your company, provided that it is used sincerely, and not just as an opportunistic way to improve brand image,” he advises. Fougerat’s message to young professionals is clear: “Believe in yourself, believe in your dreams! Don’t let obstacles slow you down, jump over them! Don’t be afraid, especially not of yourself!” He encourages young people to prioritize human connection, ethical practices and a true passion for the field.
Exclusive interview with Frédéric FOUGERAT, president of Tenkan Paris
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!
