The “Godfather of PR” in Germany, Frank Behrendt from fischerAppelt, was the inaugural guest speaker at #RCKTAcademy, a series of talks about the PR industry and the startup scene in Berlin. While the conversation was in German, we have a translation below.
Andreas Winiarski: Today joining us on the RCKT. couch is Frank Behrendt, board member at fischerAppelt. Frank, I read on Twitter today that you’re switching over to RCKT. and that your release clause is 75€ million. Is that correct? Could you picture that happening?
Frank Behrendt: You’d be surprised what passes for rumors now on Twitter. I haven’t seen that, my managers also haven’t confirmed that. Of course I’ll have to verify it. The release figure would be appropriate in comparison to others, but again I’ll have to verify [the figure] and run it by my lawyers. They have the last word.
Andreas: fischerAppelt has the resources to pay such a figure but we’ll stay mum on your salary…
Frank: I don’t receive a salary, I get an appearance fee. But that’s in another league from what we’re talking about.
Andreas: As we discussed, you’d of course be a great chairman for our startup but that’s going to take some time. But we wanted to ask, how do you view us? We’re naturally a startup and the industry has been chatting about us a bit, we’re a little surprised about that, but you’re pretty much the “Godfather” of the German PR scene, so what do you think?
Frank: First I have to say, Rocket is exciting! It’s a hot shop, it’s new, it’s fresh and in a world that’s moving towards a transformation … the communications industry is changing at the moment, some of those changes are quite serious. And every question asks: where is this journey going? [RCKT.] is a new seedling born in the digital world, with young people and a very strong mother. But everyone knows what Rocket, the Samwer brothers, what Zalando was able to accomplish, and still to bring about something new is exciting. So we’re all watching, some with excitement, some with a little bit of fear, some with denial. I belong to those who found [RCKT.] exciting. I have of course welcomed you, and I think it’s exciting that you’re here, that you’re bringing new momentum for all of us. And I’m expecting that you’ll do great things. You’ve surrounded yourself with great people; I met a few of them at the #30u30 awards or on panel discussions, and today it proved itself to me that you’re a “hot shop” for ideas. Of course you’ll have to prove to be sustainable but that’s how it goes in life. At the end of the day you’re a startup, and after a week you can’t call yourself successful.
Andreas: Definitely. And thank you for joining us today. [On April 16] you cleaned up at the PR Report Awards. How was that for you?
Frank: Cleaned up is perhaps a bit much. A few others won a lot more than I did. I would have liked to win a bit more, but it’s not important [in PR] how many awards you win. I’ve been doing this for a number of years now and every year I’ve won a award, therefore it’s good to get one so I can say, did I keep the streak going? We managed it with Mercedes and the Chris Morrin Show and we’re excited about that. Otherwise it’s not my life’s purpose to win awards so I can define myself [as a PR professional]. I go because the awards show is for me almost like a family reunion, with cool people – RCKT. was also there. That means new people, old friends, people that I know, people from my past from Ketchum Pleon, from other stops. I found that nice, and I think the industry needs such events, that are like family reunions, where people can get together and chat about the industry. I thought the night was really great, with all the pomp and circumstance, good conversation. I went to bed at 3 a.m. and yet managed to get here on time at 10 a.m. I’m a rock star, right?
Andreas: That’s true, you were quite punctual! I thought the #30u30 award ceremony was a highlight while it’s always nice to see that the industry has such a great future. And I think you’re still someone who, despite being … 40, you still act in spirit like someone under 30.
Frank: That’s true. I’m always 29. I share your thoughts on the #30u30, the picture of the 30 young kids on the stage, that was great. That’s a big part of why we at fischerAppelt partnered with the event; I was also there [at the #30u30 kick-off in Munich] and to the delight of the students I told stories about my own activities, with a lot of “bling bling” like Dschungelcamp. I think we saw the future of the industry on the stage that night. Thirty young people from all the different agencies, who have done great things, and the winners, one of them from RCKT. And it was great to talk with them. That was inspirational for me. Both in my mind and with the way I think, I feel a bit younger than I am on paper, and that’s why I love chatting with the young guys. Furthermore I find these appearances, like here at RCKT. University, help me develop, so it’s a win-win for me. You all teach me a lot and that’s the best that one could hope for, that both sides participate.
Andreas: And I can confirm that you are the first external guest invited to speak here. I thought immediately of Frank Behrendt. You’re not only the “Godfather”, you have aided us and at the same time challenged us. You gave us a lot of advice directly from your experience and that’s something we take very seriously, and can’t thank you enough for coming. You got a RCKT. coffee cup, and we’re sending you via Uber to the airport back to Hamburg…
Frank: Cologne!
Andreas: Cologne, apologies, and we hope you come and see us again soon. And should we need a chairman you’ll be the first person we call.
Frank: Thank you. I have to say, it was a lot of fun for me. And I can only say, take the words with you, specially the ones that mean the most to me: “think of the people [at RCKT]. Make them happy. Help them discover a dream from a job in the communications industry that they can continue to live on and thrive. I thought everyone that I saw here is a special person, and I like people that I can get along with, particularly in this industry it’s not always easy, but if you can manage that I won’t have to fear for your future. And with that … hasta la vista.