At Oriel Partners, we’ve spent years working closely with personal assistants and the executives who rely on them. We know just how essential the right PA can be - not only in managing a diary or keeping a to-do list in check but in acting as a true extension of their executive’s brain, priorities and presence.
But I wanted to dig deeper. What is it, exactly, that sets a truly exceptional PA apart?
Rather than offering our perspective as recruiters, I decided to go straight to the source. I reached out to founders, CEOs, managing directors and senior leaders across industries - from law firms and real estate agencies to global tech startups and creative brands - and asked them one simple question: What makes a great PA truly stand out?
The result was a flood of thoughtful, generous responses - many of them packed with real-life anecdotes that made me smile, nod in agreement or feel a little envious on behalf of every exec who hasn’t yet found their perfect PA.
This article shares the common themes that emerged, plus a selection of verbatim insights from execs at the top of their field. If you’ve ever wondered what separates a competent personal assistant from one who’s truly indispensable, you’re in the right place.
Here are the key themes that emerged from our conversations.
What Executives Really Value in an Exceptional PA
1. Proactivity & Anticipation
If there was one quality that came up time and time again, it was this: the ability to think ahead. For the executives we spoke to, a truly great personal assistant isn’t just responsive; they’re proactive. They don’t wait for instructions; they anticipate problems, solve them before they escalate, and spot opportunities to make their executive’s day run smoother, often without fanfare or formal recognition.
Whether it’s restructuring an overbooked day to prevent burnout, preparing meeting materials without being asked or adjusting schedules around potential bottlenecks, this trait turns a good assistant into a strategic partner.
As Dan Ben-Nun, CEO and Founder of Adspace, put it:
"I had a PA who was always one step ahead of me. She could assess situations, anticipate tasks and make the necessary changes to my schedule. She even noticed when my calendar was overloaded and proactively scheduled short breaks with snacks and water ready. That anticipation was a game-changer."
From managing mental load to removing friction points before they happen, this foresight is what many leaders said they value most. One CEO I spoke with even referred to their PA as the "CEO of my day-to-day operations”!
For more insights on enhancing your diary management skills, explore our article on diary managing tips for busy PAs
2. Emotional Intelligence
While technical skills and efficiency are table stakes, what truly elevates a PA is emotional intelligence. Again and again, senior managers told us that the PAs they rely on most have an intuitive ability to read the room, adapt to different personalities and act with sensitivity – often in high-pressure or emotionally charged situations.
This is especially important when an executive is under stress. Several leaders mentioned how invaluable it is to have a personal assistant who knows when to offer support, when to step back and how to create calm amid the chaos. It’s not just about being helpful. It’s about being attuned.
As Linzi Oliver, Commercial Marketing Manager at HorseClicks, shared:
"During a critical marketing campaign launch, we faced unexpected hiccups with suppliers. While I was dealing with the stress of it, my PA immediately adjusted the schedule and kept everything moving smoothly without needing me to micromanage. She sensed when I needed space to think and when I needed quick, decisive action. That level of awareness is invaluable."
Other executives I spoke to described their PAs’ emotional intelligence as their “superpower” – a rare ability to manage logistics, relationships and energy without ever needing to be asked.
Understanding the multifaceted role of a personal assistant can further highlight the importance of emotional intelligence. Learn more in our piece, What is it really like to be a personal assistant?, with insights from PAs themselves.
3. Communication Skills
Behind every well-protected diary and efficient workflow is a PA who communicates with clarity, diplomacy and impeccable timing. Exceptional personal assistants are translators, buffers and tone-setters. They can soften a no, chase a late reply without offence or step into a sensitive situation with just the right words.
Many executives highlighted this skill as the bridge between operational support and strategic value. A PA who can shape internal messaging, draft external responses and manage tone across different audiences doesn’t just keep things moving—they preserve relationships and protect reputations.
As Ashot Nanayan, CEO and founder of DWI put it:
“I’ve had moments where a well-timed pause, a subtle shift in communication, or a perfectly worded email draft saved me from potential conflicts or missteps. My PA once noticed tension in a meeting and, without being asked, adjusted my follow-up messaging to strike the right tone, helping to smooth over a difficult negotiation. That kind of awareness in communication is irreplaceable.”
This ability to navigate nuance and shape perception is not something that can be easily taught – it’s instinct paired with experience. The best PAs shape narratives that support the business and shield their executive from unnecessary friction.
Effective communication is just one skill in a PA’s toolkit. Discover the 16 top PA skills that will make you stand out here.
4. Contextual Judgement
While proactivity and emotional intelligence often grab the spotlight, contextual judgment is the quiet skill that makes a personal assistant indispensable. It’s the ability to know what matters right now, to understand what to escalate and what can wait, and to interpret the unspoken signals that guide how and when to act.
This kind of judgment requires an understanding of the executive’s priorities and a keen sense of the broader business landscape. Exceptional PAs act as filters, sounding boards and sometimes protectors, shielding their leaders from distractions while ensuring that the right decisions get made at the right time.
Dawson Whitfield, CEO & Co-Founder of Looka, shares:
“My PA, Jess, once rebooked my entire European trip while I was mid-air, including sourcing backup trains and hotels. But what makes her irreplaceable is her contextual awareness. She knows when to interrupt me with urgent news and when to gatekeep. That level of judgement is rare.”
This intuition about when to act, when to speak, and when to hold back relies on knowing the person you support, reading the room (even remotely), and understanding the potential ripple effects of every small decision. It’s what makes a PA not just efficient but exceptional.
5. Managing Energy, Not Just Time
Every PA manages calendars, but exceptional PAs go a step further. They understand that time is only one piece of the productivity puzzle. What really matters is energy: when their executive is at their sharpest, when they’re likely to burn out and when they need space to think, reset or breathe.
Multiple leaders emphasised how powerful it is to have a PA who intuitively understands the rhythm of their day and uses that insight to shape their workload and schedule.
They think not just about fitting meetings in but also about making those meetings impactful.
Sean Clancy, Managing Director of SEO Gold Coast, summed it up perfectly:
“What stands out to me most about my PA is their ability to manage not just my schedule, but my energy. They know when I’m most productive and when I need a break or a nudge to refocus. For example, during intense work sessions, they’ll schedule small windows for me to decompress – like a quick walk or a coffee break – without me having to ask. It’s this instinctive understanding of when to push and when to pause that makes all the difference.”
This ability is subtle, often invisible to outsiders – but it’s a true superpower. I’ve heard one CEO say that their personal assistant doesn’t just book in meetings, they book them when I’m at my best. And that’s what great executive support looks like in action.
Balancing various responsibilities requires not only time management but also the right tools. Our guide on the best productivity tools for PAs offers recommendations to streamline your workflow.
6. Discretion and Trust
When you work side by side with an executive, trust is essential. A PA often has a front-row seat to strategic decisions, sensitive conversations and confidential materials. It’s a role that demands not only professionalism but the kind of integrity that earns unspoken confidence.
What stood out in many of our conversations was just how central this discretion is to the relationship between a PA and the leader they support. It’s what gives executives the confidence to delegate at scale. When an executive knows their assistant will act with confidentiality, uphold boundaries and handle delicate matters with tact, their PA becomes far more than a logistical aid; they become trusted with information, time and reputation.
Balázs Keszthelyi, Founder & CEO at TechnoLynx, shared the following insight:
“Trustworthiness cannot be overstated. A PA often has access to sensitive information and must be someone I can rely on completely. My current PA has earned my trust through consistent discretion and integrity, which allows me to delegate confidently.”
7. Gatekeeping with Confidence and Good Judgment
At a senior level, time is the most precious commodity, and great PAs know exactly how to protect it. One of the more nuanced but vital aspects of the role is gatekeeping: filtering requests, prioritising communications and deciding what reaches the executive’s desk and what doesn’t.
But this isn’t just about saying no; it’s about using sound judgment, understanding context and knowing when to step in and when to hold back.
The best PAs act like a force field around their executive – respectfully firm, perceptive and always aligned with broader priorities. Gatekeeping is about reading both the urgency of the request and the headspace of the person they’re supporting. When done right, it means fewer distractions, better decision-making, and a leader who feels empowered rather than overwhelmed.
As Arvind Rongala, CEO of Edstellar, puts it:
“A great PA is a trusted gatekeeper in addition to being organised. They know which things can wait and which require my urgent attention. In a leadership position where time is the most scarce resource, such judgment is extremely valuable.”
8. Prioritisation & Multitasking
One of the most striking patterns to emerge from these conversations was how much executives rely on their PA’s ability to juggle a wide range of requests, all while keeping the bigger picture in focus. What truly sets an exceptional personal assistant apart is their instinctive ability to prioritise – to know without needing to be told what matters most right now.
At the executive level, tasks rarely land neatly in a to-do list. Meetings shift, stakeholders call with new demands and fires need putting out often simultaneously. A great PA thrives in that environment. They can rapidly assess what to push back, what to escalate and what to quietly resolve in the background – all while maintaining a sense of calm and control.
Sabinder Robinson-Sandhu, Head of Growth at Brickflow, captured this beautifully in her reflections:
“An outstanding PA instinctively understands how to prioritise both their own time and the time of those they support. Juggling multiple requests is a skill, made even more impressive when those demands come from various areas of the business.”
9. Problem-Solving and Initiative
The PAs offering the best business support bring the ability to spot problems before they arise and take the initiative to resolve them without being asked. Executives consistently told me that this quality turns a PA into a true strategic partner, someone who actively prevents challenges before they happen.
Initiative might look like pre-emptively clearing bottlenecks, streamlining communications or identifying opportunities to optimise day-to-day processes. These actions save time and create tangible business value. It’s the kind of thinking that signals a deep understanding of the wider business context and a proactive mindset that can’t be taught from a checklist.
Joosep Seitam, Co-founder of IceATL, shares this anecdote:
"I once had an assistant who noticed patterns in customer inquiries about our Moissanite pieces and created a comprehensive FAQ document without being asked. This initiative saved us a lot of time as well as directly increasing our conversion rate because potential customers got answers faster. That kind of business intuition, paired with initiative, is rare and incredibly valuable."
If you’re a PA, you may be interested in training opportunities at these top PA training courses.
10. Building Relationships and Culture
Another standout quality that executives repeatedly mentioned was the ability of a PA to build trust and connection not just with their principal but with everyone they come into contact with. An exceptional PA becomes a cultural ambassador – someone who fosters warmth, approachability and harmony across the business and beyond.
They are often the bridge between leadership and the wider team, smoothing communication, creating rapport with stakeholders and defusing potential tension before it even arises. And while these relational dynamics may seem intangible, their impact is anything but – helping to build a more unified, people-centric organisation.
Camilla Rogers, Head of Operations at Innovo, described this beautifully:
"The best PAs I have had and worked with have had very high emotional intelligence. This comes into play in the relationship built between a PA and their manager, but also in the wider context of diplomacy and relationship building with key stakeholders. As a PA myself in my early career, my then boss used to say that of all the calls people could make, he wanted them to choose our office first. He was very firm on a warm reception to any phone call, no matter who they were. In my opinion, he was absolutely right!"
It’s these human touches – empathy, diplomacy, and consistent friendliness – that strengthen culture and reflect the values of a well-led organisation.
11. Representing the Brand with Integrity
PAs are often the first point of contact for anyone trying to reach an executive. That makes them not only logistical gatekeepers but also brand ambassadors – and their tone, responsiveness and professionalism can have a huge influence on how the company is perceived.
What came through clearly in my conversations was how much a PA’s interpersonal style impacts external relationships. A short, brusque reply can turn a potential client cold. Silence can signal disorganisation. But a kind, thoughtful or accommodating tone? That builds trust and goodwill – both for the individual and the brand they represent.
Amanda Chilcott, Director at EmpoweredOrg, summed it up perfectly:
"A PA is the accessible ‘face’ of the executive team member that they are supporting. How they come across directly drives the perception of whichever stakeholder they are representing. When the PA is engaging, accommodating and positive, the impression of the executive benefits from the same positive aura. So the right PA, that can reflect the values and culture of their boss, and the organisation they work for, even on a bad day, is absolutely worth their weight in gold."
In short, a great personal assistant understands that every interaction is an opportunity to leave a positive impression, and they take that responsibility seriously.
12. Calm Under Pressure
Finally, one of the most underrated but crucial qualities that distinguishes a truly exceptional PA is their ability to remain calm in the face of chaos. When last-minute changes, high-stakes meetings or unexpected problems arise – as they inevitably do – it’s the unflappable PA who keeps everything on track.
Several executives described scenarios where their assistant’s composure under pressure allowed them to stay focused on the bigger picture. Whether it’s troubleshooting travel disruptions, managing shifting timelines, or holding the fort during crisis moments, a steady PA presence can provide immense reassurance.
Jehann Biggs, President and Owner of In2Green, shared a memorable example:
"I’ll never forget one time when we were facing a delay in a shipment just days before a major product launch. My PA didn’t panic. Instead, they found a solution, contacted the vendor to expedite the process, and kept everyone in the loop without me having to ask. It’s that quiet confidence, knowing they’ve got it handled, that makes a PA stand out. They’re not just managing tasks but also the unexpected, which is something I can’t live without."
That kind of steady-handedness makes life easier for the executive and brings a sense of calm and control to the entire organisation. And in high-pressure environments, that’s invaluable.
Connecting Brilliant PAs with Brilliant Businesses
Hearing directly from business leaders has only reinforced how much of a difference a truly great personal assistant can make; the stories shared have been nothing short of inspiring!
If you're a PA looking for your next challenge, take a look at the opportunities on our PA jobs board. And if you're searching for someone who’ll truly elevate your business, our expert PA recruitment service is here to help. We would love to hear from you!
