About this article

Read time:

4 minutes

Category:

Uncategorized

What does ‘Jaws’ have to do with running a B2B PR agency? 

When you’ve worked in a B2B PR agency for over 25 years, it’s easy to forget that the ‘turbulence’ we experience daily isn’t the norm for many. This is because every agency day is different, you never fully know what to expect, and deadlines can be ludicrously short. 

Growing agencies like us deal with a lot of uncertainty. The biggest uncertainty for me is the constant battle to run a financially healthy ship while preparing for growth in terms of operations and teams. 

This is how I came to be playing a clip from ‘Jaws – The Movie’ at our annual team kick off last week! 

Anyone who knows me well, knows I often think and create through analogies and association. So it was no surprise that, when thinking how to talk to the team about the normality of agency life being anything other than normal, this infamous quote sprang to mind: 

You’re gonna need a bigger boat

That led me straight over to YouTube to remind myself of the famed movie scene. Five minutes later and I’d found more PR agency metaphors than there’s plankton in the ocean, in what was unfolding between the three men on that small vessel as the Great White approached. 

That famous line was unscripted, allegedly, which itself makes me think immediately of PR agency life. This is because you always need a script (or strategy), but you need to be ready to ad lib! Expecting the unexpected is part of that script. 

Expecting the unexpected

My latest B2B PR agency role, founding and running Skout for 12 years has seen its fair share of unexpected and challenging moments. What I’ve learned and what this scene shows is that the dynamics of the team on board is crucial to the outcome. In the case of Brody, Hooper, and Quint aboard the Orca, they all bring a different talent to the mix which, combined, seems to work. That mix is fear, knowledge, and grit in equal measure! And that’s probably what I use on a daily basis too! 

Anyway, I’ll let you be the judge. Here is the clip. What agency life metaphors can you find? I’ve included mine below. 

My metaphors for agency life

In a growing B2B PR agency you're always needing a bigger boat!

“You’re gonna need a bigger boat” 

We will always need a ‘bigger boat;’ agencies must grow dynamically – it is always a balance. 

Agency life often means punching above your weight to achieve your goals.

“It’s a 20 footer” 

We must be fearless and punch above our weight to catch the ‘big fish.’ 

In a B2B PR agency you often have to find quick solutions to challenges.

“Gotta get to work” 

Solutions to urgent challenges require quick, productive, and collaborative thinking. 

Agency teams often have to juggle many priorities!

“Your husband’s just fishing…” 

There are often non-urgent but important distractions that must be dealt with too (sorry clients!) 

B2B PR agency life often means putting attitude before experience.

“I’ve never steered a boat…” 

Learning on the job is part of agency life. Attitude over experience every time. 

B2B PR agency teams are often working to tight deadlines.

“Time!” 

Even with planning deadlines can be last minute but we get it done. 

And finally…

There are no guarantees. Ultimately, some opportunities slip through the net, but we never give up. 

NOTE: This is partially a work of fact. Any similarity to actual persons, clients or prospects, or actual events, is probably not entirely coincidental. 

Want to find out more about Skout but don’t have the time to scroll through the website?

Here’s a two minute video that tells you all you need to know.

About this article

Read time:

4 minutes

Category:

Uncategorized

Q&A on PR measurement with Richard Benson, CEO and founder, Releasd

Skout’s 2024 Annual Offsite: Glitz, glamour and mystery

Browse more blog posts

Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
bySkout team
Why was Operations your chosen career? I realised that Business Operations and Finance is the ideal path for me as I’ve always been passionate about finance and business, and I really love problem-solving. I love the challenging nature of the role and it is incredibly satisfying for my numerical mind to tackle challenges and turn them into opportunities for growth....

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.