Colourful illustration of UK assistants networking at the PA Show conference. Chatting with trainers, exhibitors, and other attendees.

Why the PA Show Is a Must-Attend Event for UK Assistants and How to Prepare for It

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The PA Show has become an essential fixture in the UK calendar for assistants, PAs, EAs, and office managers. Each year, it brings together thousands of professionals who support leaders, manage complexity, and keep organisations running behind the scenes.

It is not just another event. It is one of the few spaces designed specifically for the administrative profession, with learning, development, and connection at its core.

But as anyone who has attended before will tell you, the real value of the PA Show is not automatic. How you approach it matters.

During our recent PA Show Sneak Peek panel, speakers and attendees shared practical, honest advice on how to get the most from the experience. What follows are just a few of the insights that stood out.

Understanding What the PA Show Is Really For

One of the first things discussed was the importance of understanding what the PA Show actually is.

As Max Agostini, Chief Communications Office at Mash Media hosts of The PA Show, explained, “The PA Show is designed as a space where assistants can learn from global trainers, discover tools that genuinely support their roles, and connect with others who understand the work without explanation.”

Seeing The PA Show as a professional development opportunity, rather than just a busy conference, changes how you plan your time and what you prioritise once you are there.

Plan Early So You Can Be Intentional

Planning came up repeatedly during the conversation, particularly around registering early and reviewing the programme in advance.

Claudine Martin, Senior Executive Assistant and PA Show speaker, shared a simple but important reminder, “Register as soon as you can and book onto the sessions you really want, because they go very quickly. Once they’re gone, that’s it.”

Planning early allows you to be intentional. Instead of rushing between sessions on the day, you can choose learning that aligns with your role, your goals, and where you want to grow. Planning is not about filling every gap in your schedule. It is about making the day work for you.

Rethink Networking as Connection, Not Performance

Networking is often the part of The PA Show that makes people most nervous, especially when attending alone.

Winnie King, Senior EA and PA Show speaker, offered a helpful reframe, explaining that networking does not need to feel forced or transactional. “It’s not about working the room,” Winnie said. “It’s about having real conversations and connecting with people who understand what you do.”

You do not need to meet everyone. One or two genuine conversations can be enough. For many assistants, simply being in a space where people share similar challenges and experiences is powerful in itself.

Think Beyond Your Current Role

Some of the most valuable sessions at the PA Show may not feel immediately relevant, and that is often where the real value lies.

Phyllida Casey, Senior EA and PA Show attendee, reflected on this, sharing, “Some of the sessions that helped me most were ones I didn’t think applied to my role at the time. Later on, they became incredibly relevant.”

The assistant role continues to evolve. Attending sessions that stretch your thinking or expose you to new perspectives can quietly shape the next stage of your career.

Look After Your Energy on the Day

Practical advice also featured heavily in the discussion.

Susana Montiero, Executive Assistant and PA Show attendee, spoke about the importance of pacing yourself. “It’s a long day,” Susana said. “Comfortable shoes, using the cloakroom, and not trying to do back-to-back sessions in different areas makes a huge difference.”

Simple choices like planning breaks, allowing time to eat, and building in breathing space help you stay present and engaged throughout the day. Looking after your energy is not indulgent. It is strategic.

Bringing It All Together

Lauren Bradley, Founder of The Officials and PA Show speaker, closed the discussion by bringing everything back to intention. “The PA Show isn’t about doing everything,” Lauren said. “It’s about making intentional choices that support your role, your confidence, and your growth.”

The advice shared during the panel covered far more than can be included here. These are just a few highlights.

That is why we have brought everything together into a single Planning Pack to help you prepare properly.

Inside the PA Show Planning Pack, you will find:

a practical survival guide
a ready-to-use justification letter
access to the full Sneak Peek replay

Everything is designed to help you approach the PA Show with clarity and confidence.

The PA Show is an essential event. With the right preparation, it can also be one of the most valuable professional experiences you invest in.

Get the PA Show Planning Pack

To make preparing easier, we have created a PA Show Planning Pack that brings everything together in one place.

When you sign up, you will receive the PA Show Survival Guide, a ready-to-use justification letter to support approval conversations, and access to the PA Show Sneak Peek replay where this advice was shared.

Everything in the Planning Pack is practical, assistant-led, and designed to help you feel prepared and confident as you plan your PA Show experience.

👉 Get the PA Show Planning Pack

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An image of a trainer standing in front of a full room of attendees at the PA Show. The administrative professionals in the crowd are listening attentively as the trainer talks behind a clear podium.

Growth Opportunity Trends Spotted at the Spring PA Show 2025

Want to stay ahead of the curve in the administrative profession? At the Spring PA Show 2025, Lauren Bradley, founder of The Officials, uncovered key trends shaping the future of executive support roles. From career growth challenges to the rising demand for digital skills and workplace flexibility, these insights are essential for assistants looking to thrive. Watch the video to discover the biggest growth opportunities in the industry that we saw at the show.

Transcript below

Speaker: Lauren Bradley

[00:00:06] So it is Monday after the PA Show Spring 2025, which we have here in London every year. And I wanted to come on here and one, thank a few people and two, talk about the trends that we saw this year, except in the last couple of years.

[00:00:18] One, thank you so much for the wonderful, wonderful Officials Team for being on the stand.

[00:00:26] And then an extra thank you to Paul, Isabelle, Susanna and Dee, who were all panelists on one of our sessions that we did about the importance of engaging with community in the administrative field. And what was incredible was in that panel, somebody actually raised their hand and said, I’m ready and said, I want to engage.

[00:00:47] Uh, but she was moving to Germany and just a few months and right away we were able to connect her with some amazing connections in Germany and advocates there. And it basically just proved the point. And if it wasn’t for you all being on that panel and sharing your experiences and inspiring those in that room, that wouldn’t have happened.

[00:01:05] So we had a real life example of why that’s so important right there in the moment. It was fantastic.

[00:01:12] And just to say , Marta, who is my right hand here at The Officials, thank you, thank you, thank you for all of your support, for everything that you do. Um, I cannot thank you enough.

[00:01:23] the second set of thank yous I have is to all of the attendees, anyone that attended any of the six sessions over the two days or came up to us on the stand. There were so many that engaged, that were vulnerable, that told their story, and I really appreciate that. I love hearing your stories.

[00:01:41] It’s, I said this to several people is addicting. It’s like a drug. I cannot thank

[00:01:45] you enough. I love problem solving. I love hearing what’s out there. And I love one of her original questions as well. It helps me create more content for all of you, to share with all of you. But I just wanted to thank you for seeing us on the stand.

[00:01:58] My voice is coming back. So that shows how many people we’re speaking with, but it was wonderful. Thank you for attending. Thank you for engaging. Thank you for being there.

[00:02:07] Okay, so let’s talk about some trends that we saw at the PA Show. So I’ve made a couple of notes, but let’s talk through it. So one is that, uh, not, well, not everyone felt this way.

[00:02:20] There was this sort of theme where people, they’re gravitating to the officials or coming up to me after the, the sessions, it was because

[00:02:27] they felt in general stuck. So it’s not that everyone’s feeling stuck, but there are quite a few assistants feeling stuck right now that are looking for some extra help.

[00:02:36] Now there’s a couple of reasons why they might have been feeling stuck. One of the biggest trends we always see and we are continuing to see is that they feel stuck.

[00:02:44] because they’re not being heard at work. And so whether they are not using the correct language, whether they are in the wrong place, but they are trying to prove their value constantly and they’re getting bummed out because it’s not being heard or they’re not progressing as they wish when something’s happening, feel completely stuck.

[00:03:06] The other reason why they might feel stuck is because maybe they have been heard and the company really loves them and compliments them, but they’ve basically been told you’re at the top. This is, this is all the growth possibility there are, there is at this company. Now one, that could be a short sightedness on the part of the company or two, it could be they’re telling you exactly who they are, whether they say, believe people and they tell you who they are.

[00:03:31] They’re telling you, you’ve outgrown the company. So maybe it’s time to start believing them. So those are some of the things we’ve seen about people feeling stuck.

[00:03:39] The other is, uh, when they’re applying for roles. So maybe being a top assistant, being great, their company, their company loves them, but they feel it’s time to move on and they’re applying for lots of roles.

[00:03:51] And nothing’s happening. And so there’s some really quick tips we were able to give people there, but it shows again and again that understanding the value bring to the role and how to create a CV that gets past the application tracking systems and then hooks people when they actually human eyes see it is essential.

[00:04:10] I find that a lot of the mentorship that we do here, the officials is on that particular subject and I will continue to drill this home. So if there’s someone in that space, we got to talk. Okay? So then feeling her job description, career progression.

[00:04:26] There were also a lot of talks, just not necessarily whether their company heard them or not heard them, but people talking about being in this place where some kind of transition needs to happen now, whether it’s they need to make more money or they’re looking to move out of the PA/EA admin role in general.

[00:04:46] And so there’s a lot of questions around that and how I feel that the skills here can transition. Now, while I think “that’s great.” I want everyone to be successful in wherever they feel pulled.

[00:04:55] In fact, while we were at the PA Show, I met the former head of communications for the F1 and she was a former assistant. I can’t wait to talk to her further and see if I can get some more details from her. She’s now trains in communication, but, uh, she was fascinating.

[00:05:10] But of course there’s ways that we can progress. Okay. I progressed to founder, right? And so, it really depends on what that looks like, but also I want to make it really, really clear, because it’s something I’ve been hearing lately, uh, too many times lately, is that, is asking about this, well, you know, I think I’m done with this profession, because there’s nowhere else to go, there’s this ceiling, is that I think that is BS, when I explain that to people, they don’t realize what is available to them. We don’t necessarily have to change our title. We might just be adding more responsibilities. You might become the lead of a network of assistants or department of assistants.

[00:05:52] It could be that you move into supporting someone more senior. So that was like a trend that I kept hearing as well. Like I can only move up if who I support is higher up and that’s definitely not the case. It is one trajectory, but it’s not the only path. And so I found myself making sure that before somebody left our profession, that they understood where they could go with our profession.

[00:06:16] There’s definitely a technology trend still where a lot of assistants are still very Microsoft based and also very frustrated with the task tracking tools within Microsoft and are very unaware of the alternative technology that is outside of that ecosystem and how that prevents them from applying for jobs in maybe a Google based environment with a different tech stack.

[00:06:40] And so we find we’re doing a lot of work in that space as well.

[00:06:44] But were you at the PA Show? What trends did you see? What sessions really stood out to you, who you talked to? I would love to hear if you, if you were there, please let me know your thoughts on the PA Show.

[00:06:54] But thank you again for another fantastic year and to the MashMedia team for putting it [00:07:00] on and we can’t wait to come back next year.

We’d love to know what you think. Pop your comment below or email us at hello@jointheofficials.com to learn more about our HQ Membership, Mentorship and Corporate Training services.

A woman in a yellow sweater at a podium. There are 3 women on the stage at The PA Show speaking on a panel.

Why Attending Industry Events Can Be the Key to Unlocking Your Career Potential as an Administrative Professional

As administrative professionals, we often feel like we’re stuck behind the scenes—providing support, managing schedules, and handling details—but rarely in the spotlight. I used to feel the same way. But attending industry events, especially those dedicated to our profession, changed everything for me.

The First Step Towards Connection

I’ll never forget the first time I attended The PA Show as an assistant. Walking into that space at the ExCeL in London, I felt an overwhelming sense of excitement. There I was, surrounded by hundreds of other assistants, all experiencing the same challenges, triumphs, and pressures I knew so well. But more importantly, it was a space where I could finally connect with others who understood my role.

At the time, I was too shy to network with anyone beyond a few vendors. But just being there was a pivotal moment for me—a reminder that there was an entire community out there who shared the same passion for their work, and that my profession mattered. That event sparked something in me, a desire to do more, learn more, and connect more.

A Bold Moment That Changed My Career

Fast forward to one of my last times attending as a delegate. That year, I made a wild decision. While standing in the middle of the event, feeling that familiar buzz of inspiration, I grabbed my phone and went live on Instagram. In that moment, I proclaimed that by the next year, I would be on stage at the event as a speaker.

It might have seemed like a bold, maybe even crazy statement at the time, especially since I had never spoken to any of the organizers of the event. But here’s the thing: I believed it. I believed that attending these events—and showing up with my authentic self—could propel me toward something bigger.

And the best part? One of the organizers reach out to me, without ever seeing my post. I had just come onto their radar through my advocacy and they invited me to speak the very next year.

From Delegate to Advocate: A Career Transformation

That moment was the launchpad for what became an entirely new chapter of my career. The PA Show—along with the connections I made at that event—gave me the platform to start advocating for assistants in a bigger way. By attending, I didn’t just learn from incredible keynote speakers or discover useful resources; I also put myself in a position to be seen, to build a presence, and to make connections that would eventually lead to speaking engagements, opportunities to train, and the privilege of helping so many assistants take their careers to the next level.

The PA Show didn’t just support me as an assistant—it supported me as an advocate, a trainer, and now as someone who gets to pay it forward by helping others grow in their careers, just like mine grew from attending that event.

Unlocking Your Potential

Now, I make it a point to treat every person I meet at events with the same warmth and openness that I needed when I was just starting out. I know how it feels to walk into a room and feel unsure, nervous, or disconnected. That’s why I make it a priority to create an environment where everyone feels comfortable and confident to connect.

Whether you’re an assistant, EA, PA, or office manager, attending industry events is one of the most powerful ways to unlock your career potential. You get the chance to network with people who share your challenges and aspirations, discover new tools and resources that can help you succeed, and most importantly, put yourself in the position to be seen and heard by those who can help you take your career to the next level.

Just like it did for me, an industry event could be the first step in a journey that transforms your career. So, take the leap—attend an event, make that bold post, step into the spotlight, and see where it takes you.

Ready to Take Your Career to the Next Level?

If you’re ready to experience the power of industry events for yourself, don’t wait! Whether you’re looking for inspiration, career advancement, or just a chance to connect with others, attending these events is the first step toward unlocking your true potential.

Learn more and sign up for the next PA Show on 26 and 27 February 2025 and get ready to open the door to new opportunities, just like I did. And check out our events page for more ways to connect.

Lauren Bradley on stage at The PA Show in a yellow sweater behind a podium

Check out the PA Show in November and learn how to be a better assistant!

The PA Show is coming to the heart of London’s Business District on November 2, 2022!

[VIRTUAL PACKAGE AVAILABLE!]

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This is an event for Miss Jones PA members. Please check them out.

About Miss Jones PA
Miss Jones PA offers its members an instant access `one-stop shop’ inspiration & trust platform that will not only save you time and money but also provide you with new ideas, ease your workload and even reward you in the process! They keep track of the latest and hottest venues and suppliers in London and host fabulous events.

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