A personal assistant is, undeniably, a key player in helping the wheels of industry to spin more smoothly. Yet while some measure success by their repertoire of administrative talents, others triumph by using a more sophisticated set of expert-led skills.

Here, three speakers from the Crème Show (held today and tomorrow at Olympia, West London) reveal their top tips, and the PA of the Year 2008 offers advice for executive excellence.

Know your business Shilpa Wymer is the principal of two London-based Pitman Training centres. Speaking on “25 Top Tips for Highly Effective PAs”, she said: “A high-level understanding and liking of your industry is crucial. Expand your references, know your company’s principle players, read annual reports and comprehend the financial markets. You need to appreciate the issues that concern your boss.”

Be assertive, not aggressive “While a secretary is told what to do, a PA tells her boss what to do,” says Wymer. “Negotiating reasonable changes by stating what you think, feel and want does not mean you are questioning your boss’s authority. Learn to use the power of “no” without fear.

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Talk twice daily Wymer suggests: “Your role is to manage someone, so communication about what you are doing and what they are doing is paramount. Schedule two ten-minute meetings with your boss; one first thing in the morning and one at the end of the working day.”

Be focused but flexible Kay Buckby, speaking on “Working assertively and managing time and workload” is a trainer for The Development Company. “A truly efficient PA must master time-management techniques. Always focus on your priorities, but be flexible enough to cope with unexpected disruptions to your schedule,” she says.

Assume a managerial role Paul Pennant is speaking about “PA: The Project Manager” and is the founder of www.todayspa.co.uk. He advises: “By making high-level decisions daily and seeing projects through to completion with a minimum of supervision, the PA has become a professional manager. Assume this role with every confidence.”

Be loyal Discretion is key, according to Pennant: “A PA will be privy to confidential information, so you will need diplomacy. However tempting, never gossip about the person that you work for.”

Don’t be a martyr “Slaving doesn’t guarantee appreciation,” cautions Pennant. “Skipping lunch, staying late and working on weekends will lead you into a dangerous workplace trap. If you want respect, you must set boundaries and make it crystal clear that you do have a life outside of your job.”

Think two steps ahead of your boss Sharon Huckstep has just been awarded the prestigious title of PA of the Year 2008. She works for David Bennison, managing director of URS Corporation Limited, an engineering and environmental consultancy. She says: “Always carefully calculate your next move and your boss’s next two moves. Take the initiative by predicting and pre-empting predicaments and show your capability by solving unforeseen problems correctly, effectively and to the best of your ability.”

So how does this advice fare with two conscientious PAs striving to achieve? Jessica Tollit works as PA for Kathryn Jacob, the CEO at the cinema advertising company Pearl & Dean. “I am not complacent. I am acutely aware that I need to improve my assertiveness skills but hopefully that will come with age and experience”.

Anne Smales has spent much of her PA career in politics. She works for the author, entrepreneur and activist, Robert Ashton. “Robert wears many hats so I make it my business to understand his business,” she says. “I’m lucky that he has the ability to make me laugh, but a PA does need a sense of humour as well as the capability to multitask and think two steps ahead of her boss.”

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