PA
Could you do without your PA?
Park Plaza Cardiff’s Director of sales and marketing, Caroline Sims, founder of the Park Plaza PA of the Year Awards, talks us through what makes a good PA...
T
he whole reason for launching the Park Plaza PA of the Year Awards in the first place was to highlight the
crucial but often forgotten role of a PA in the running of a successful business and celebrate the unsung heroes of the industry – and we’ve had such a great response since its inception in 2008. We recognise the importance of PAs to
our business and wanted to raise awareness of the great work being done by PAs across Wales. It is often the managers and chief
executives who are recognised for the success of a company, but we all know what a vital role the PA plays. So much more than the general coffee
maker and diary manager with which the title has been unfairly associated in the past, the role of the PA has developed and changed dramatically – particularly during the last decade – to a point where PAs are often the lynchpin holding organisations together. Support managers for their bosses
– sometimes multiple bosses and additional
teams – the modern PA has to have an astute business brain and an in depth knowledge of the industry sector, often managing substantial budgets, organising events, arranging international travel and overseeing confidential projects all in a day’s work. Individuals filling these roles have to offer
a wide range of skills and be prepared to go above and beyond their standard duties to ensure that a business succeeds. In this way, the best PAs are driven,
motivated self-starters – relied upon for their
24 THEbusiness QUARTER
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