The PA Show in London has long been a highlight of the executive assistant calendar. As someone who’s worn many hats in this industry – from executive assistant to editor of DeskDemon to WSJ-quoted business editor to digital content specialist – I’ve seen these events from virtually every angle. And I’m returning tomorrow as a visitor after quite some time away.

What strikes me about these gatherings is how they serve as concentrated learning environments. Yes, you’ll collect branded merchandise (I still use pens from events I attended years ago), but the real value lies elsewhere.

Common mistakes visitors make

My relationship with these events has evolved significantly. During my DeskDemon years, I was frequently on stage, sharing insights across the UK and across Europe. Now, I’m returning with fresh eyes and a different perspective. I’m not just observing. I’m reconnecting with a profession that continues to transform dramatically.

There’s a common mistake visitors make at these events: wandering aimlessly without purpose. I’ve been guilty of this myself. To truly benefit, you need intention. Before you arrive, consider who you genuinely want to connect with. Research exhibitors rather than collecting brochures that will gather dust. Meaningful conversations at these events have led to some of my most valuable professional relationships.

Be selective about sessions. Some will offer genuine insight; others might be thinly veiled sales presentations. Trust your instinct about which will actually benefit your day-to-day work.

The changing role of Executive Assistants in 2025

What will be particularly fascinating about returning to The PA Show this year is seeing how the executive assistant role has evolved. With AI tools reshaping administrative work, today’s EAs are focusing more on strategic partnership with executives rather than traditional admin tasks. The most successful assistants now combine technical proficiency with emotional intelligence, becoming true operational leaders within their organisations.

The pandemic accelerated this transformation, with remote and hybrid work demanding new skills from support professionals. At this year’s PA Show, I’m particularly interested in sessions addressing digital collaboration, virtual team management and the integration of AI tools into the executive assistant workflow. These topics weren’t even on the radar during my earlier speaking days.

Approach it as an investment in your professional development

These events matter to me now for different reasons than they once did. As I contemplate returning to speaking and training in the EA space, I need to understand today’s challenges. The profession has changed, and yesterday’s training content won’t address current needs. I’m there to listen more than speak.

I recognise I need to rebuild my presence in this community. Coming back after focusing on other areas of content development means starting fresh in many ways. The PA Show Spring 2025 offers the perfect opportunity to quietly observe, reconnect and absorb the current landscape before developing relevant content.

If you’re attending today or tomorrow, approach it as an investment in your professional development rather than just a welcome break from routine. Engage actively, ask questions that matter to your specific situation and make connections that could support your career for years to come.

I’ll be there taking it all in, listening carefully and thinking about how my background and experience might contribute meaningfully to the profession again. If our paths cross, please say hello. I’m genuinely interested in hearing about your experience as an Executive Assistant today and what would actually help you thrive in this challenging role.