Event Academy invited Auria Heanley co-founder of Oriel Partners, a boutique PA and administrative recruitment consultancy based in Central London to do an article for us. She is extremely passionate about providing the highest quality of service to both clients and candidates, for both permanent and temporary staffing. Oriel Partners’ clients range from global multinationals to small boutique firms, all requiring the same personal service and high-calibre support.
As a recruiter who places personal assistants, I often meet candidates who underestimate just how central event planning has become to their role. One standout PA I placed recently secured her position because she had successfully coordinated an executive off-site, including everything from booking the venue to inviting attendees and logistics. Events are no longer the remit of professional event planners alone; they’re a huge part of the modern PA’s responsibilities.
In this article, I’ll share the event management skills every PA needs today and how to develop them to elevate your career.
The role of a PA has always been about supporting senior leaders, but in recent years it has grown to include far more strategic responsibilities. One of the most notable changes is the expectation that PAs can step into event coordination. Whether it’s organising a team away day, managing a client dinner, or overseeing a hybrid webinar, PAs are now trusted to deliver successful events that reflect positively on their executives.
This shift is no small thing. A well-run event can strengthen relationships, support business goals, and showcase the professionalism of senior management. On the other hand, poorly managed logistics or missed details can undermine confidence. That’s why today’s most in-demand PAs are those who combine their organisational strengths with the event planning skills traditionally associated with a successful event planner.
To deliver a successful event, today’s PAs need many of the same abilities as a successful event planner.
The skills below fall into two categories: hard skills like budgeting, tech, and vendor management, and soft skills like communication and leadership. PAs need a balance of both to deliver successful events.
A PA’s ability to stay organised is the foundation of event success. Events bring together venues, suppliers, travel logistics, and event attendees, and a missed detail can quickly unravel the entire experience.
Strong organisational skills and attention to detail allow you to manage timelines, budgets, and logistics without losing sight of the bigger picture. I’ve seen PAs transform high-pressure events into seamless experiences simply by creating structured checklists and schedules that ensured every step of the planning process was covered.
Juggling executive support with event coordination requires exceptional time management skills. From aligning diaries with venue availability to managing supplier deadlines, PAs are often pulled in multiple directions. Without structure, it’s easy to feel overwhelmed.
Successful assistants prioritise effectively, blocking time for focused event tasks while still supporting their executives day-to-day. One PA I placed balanced planning a board retreat alongside her normal duties by dividing her day into task blocks, ensuring nothing was overlooked.
Clear communication is what keeps multiple stakeholders aligned during an event. PAs often serve as the hub between executives, vendors, and event attendees, so the ability to convey information accurately is essential.
Strong interpersonal skills also help you manage expectations and build trust under pressure. I’ve worked with PAs who coordinated hybrid events across time zones, and it was their ability to listen, clarify, and communicate concisely that kept everything on track.
Even with the best preparation, challenges will arise during an event – a supplier arrives late, a speaker overruns, or the room setup needs changing at the last minute. PAs with strong problem-solving abilities thrive in these situations by thinking on their feet, staying calm, and finding practical solutions quickly.
This ability to adapt ensures that event attendees experience a seamless occasion, even if chaos is unfolding behind the scenes. Executives notice when their PA can handle these high-pressure moments with a cool head and clear judgment.
The best events look effortless because the risks have been thought through long before the doors open. From backup suppliers to alternative transport routes, PAs who build contingency into the planning process minimise the chance of disruption.
This skill is about foresight: spotting potential problems early and preparing solutions so the event feels seamless to event attendees. Executives notice when nothing fazes you because you’ve already planned for it.
Behind every great event is careful financial planning. PAs often work with tight budgets, balancing costs for venues, catering, and event promotion while ensuring quality isn’t compromised. Strong budget management skills help avoid overspending and show executives that you can make smart, strategic choices.
To stand out as a PA, why not try to secure savings for your event by negotiating packages and tracking spend carefully? This will help to prove your exceptional value to an executive.
From securing a venue to organising catering, negotiation is a huge part of the PA’s event role. The best assistants approach this with a client-first approach, balancing costs with quality to ensure executives get maximum value.
Strong vendor relationships also make multiple events easier to run, as reliable partners can be called on again. PAs who negotiate well can deliver unforgettable events without overspending, earning trust from both their executives and suppliers.
Logistics alone don’t make an event memorable. What sets a successful event apart is creativity. Those creative ideas that leave event attendees talking long after it ends.
For PAs, this could mean designing a unique theme for a team away day, sourcing entertainment that reflects company culture, or personalising details that show a client-first approach. Creativity doesn’t require big budgets. Think beyond the obvious to deliver an unforgettable event that reflects well on your executive and organisation.
Successful PAs lead as well as execute. In event contexts, this means taking ownership of the planning process, motivating colleagues, and making decisions when executives are unavailable.
Strong leadership skills paired with strategic planning ensure that every detail ties back to the event’s purpose, whether it’s impressing clients, engaging staff, or strengthening ties with senior management. A PA who can think like a project lead will always stand out as more than just support staff.
Events thrive on connections, and so do PAs. Building strong networks with vendors, industry professionals, and other PAs makes future event coordination smoother and opens doors for event promotion opportunities.
Networking also strengthens relationships with executives and teams, helping you understand their goals and deliver events that align. Assistants who invest in these relationships often become the go-to for creating unforgettable events that bring the right people together.
Modern events rely heavily on technology. From event management software that tracks registrations and ticket sales to virtual platforms for hybrid events, PAs need to feel confident using digital tools. Being tech-savvy helps you streamline the planning process, keep accurate records, and ensure smooth delivery for both in-person and online event attendees.
Executives notice when a PA can troubleshoot quickly or recommend the right platform – it’s a sign of adaptability and professionalism.
Even smaller-scale events benefit from smart promotion. Whether it’s drafting invites, managing RSVP lists, or using social media channels to reach a target audience, a PA with event marketing skills can make a great event even better.
Understanding how to time announcements, highlight value, and keep communications consistent ensures higher engagement and better attendance. Strong promotional efforts can also support sponsorship acquisition and position your executive’s events competitively within the event industry.
The event doesn’t end when the last guest leaves. Post-event analysis is crucial for understanding what worked, where improvements are needed, and how to plan even more effective events next time.
PAs who review budgets, gather attendee feedback, and reflect on their own performance show a deep understanding of the event cycle. Committing to continuous learning keeps your skills sharp and ensures you can deliver consistent event success.
Developing event planning skills doesn’t always mean managing large-scale conferences from the start. Many PAs build confidence by taking on smaller responsibilities, such as organising internal team socials or assisting with external dinners and networking events. Each experience helps strengthen your ability to manage multiple stakeholders, practise problem-solving skills, and refine your time management skills.
For those who want a structured route, professional training can accelerate progress. Event Academy’s Part-Time Diploma in Event Management is designed for busy professionals and covers everything from pre-event planning and sponsorship acquisition to using event management software effectively. It’s a practical way to gain a recognised qualification while continuing to work, giving PAs the confidence to plan and deliver unforgettable events.
Once you’ve gained experience, the key is to showcase it on your CV and LinkedIn profile. Show tangible results, such as:
“Organised executive off-site for 50 event attendees, saving 15% through smart budget management.”
“Managed logistics and event promotion for hybrid client event, increasing ticket sales by 20%.”
Check out my PA CV advice here for extra guidance!
In interviews, be ready to share short stories that demonstrate how you handled unexpected obstacles or contributed to event success. From my perspective as a recruiter, PAs who can illustrate these skills with concrete examples instantly stand out to senior management and hiring executives.
In a competitive job market, it’s often the PAs with event expertise who secure the most exciting roles. Executives notice when you can deliver unforgettable events, and they reward that trust with greater responsibility. A well-managed calendar might keep a leader’s day moving, but a well-run event can move their entire business forward.
PAs who embrace event management skills are doing more than supporting from the sidelines; they’re shaping outcomes, building influence, and positioning themselves as indispensable strategic partners. That’s a career-defining difference worth investing in.
