PAs are pivotal to the success of modern businesses, says former White House Director of Events
Speaking ahead of her highly-anticipated headline Keynote at this year’s office* show, professional speaker, television commentator, and author of Eat, Drink & Succeed, Laura Schwartz – who worked for the Clinton administration throughout its eight year term – reveals her perspective on the significance of the modern PA’s role in an exclusive pre-show interview with event organiser Diversified Business Communications UK.
“I believe that PAs are pivotal – because without PAs a company would not be able to orchestrate a message, or conduct its business,” says Schwartz, former Special Assistant to the President, who will be joining thousands of the UK’s PAs, EAs and VAs at office* to celebrate the third annual National PA Day on 8th October at London’s Olympia.
“The most successful leaders delegate – and they delegate to professional PAs. Then they’re able to go about their day on-task, on-time and on-message. So at the end of the day they’ll be further ahead than they were before.”
Schwartz is a firm advocate of the powerful role and tangible impact that a PA can have on all aspects of any business – benefiting not just their boss and fellow employees “but the consumers of their [company’s] product or services as well”.
She believes that “good PAs benefit not just the boss, but the bottom line of the business”.
However this doesn’t always mean that PAs don’t get overlooked. Given that nearly three quarters of all respondents (72%) of last year’s 2nd annual National PA Survey said that they felt being a PA was undervalued as a professional career choice, Schwartz is keen to address (and redress) this perceived lack of recognition.
“If you do work for a boss that doesn’t recognise the power of a PA, then you might have to take a moment to outline to them everything that you actually do. They might not even realise how hard you’re working. Sometimes the cog that makes the wheel go round is overlooked – because you’re so good at your job that it looks seamless. It should never take the wheel falling off to change that. I think a great leader of a company, or a country, knows the value of their staff no matter their salary or title,” she says.
“I was really impressed when working for President Clinton that he always took the time to say ‘thank you’. He knew that if he was working 15 or 16 hours a day, we were too.”
Schwartz’s illustrious career was kicked started at the age of just 19, with a voluntary stint answering phones at the White House the day after Bill Clinton’s inauguration in 1993. Despite possessing no political connections, she became the youngest female Presidential Appointee in history and rose through the ranks as a Staff Assistant, the Midwest Press Secretary, the Director Of Television and ultimately the White House Director of Events.
Discussing everything from her own career challenges to invaluable networking secrets, this pre-show interview (which is available to view in full below or via the following link:www.officeshow.co.uk/visitor/exclusive-interview-with-laura-schwartz) offers a small sample of subjects to be covered more fully during her office* Keynote, which promises to reveal a host of personal anecdotes from her life and White House years.
Following a live Q&A format hosted by international trainer, author and coach Sue France – the former UK chairman of European Management Assistants (EUMA), Schwartz’s session offers a rare opportunity for a UK audience to hear an alternative perspective on the PA profession from someone who has worked with and amongst some of the world’s most powerful people. She will also be hosting a book signing (of Eat, Drink & Succeed: Climb your way to the top using the networking power of social events) on the EUMA stand (4034) directly after her session.
“I can’t tell you how excited I am about office*!,” says Schwartz about her forthcoming appearance at the UK’s leading annual event dedicated to meeting the business, training and networking needs of Britain’s PAs, office managers and executive support professionals.
“It’s all about bringing people together. I firmly believe that it’s at the conferences that you go to and the events you attend that you build the partnerships most valuable to your role as a PA. In fact, it’s outside the office that you discover the ideas, and the contacts, that have the most impact inside it.”
Admission to the Keynote programme (now available to view in full online at www.officeshow.co.uk) is non-bookable and included with free show entry. To pre-register to attend office* at Olympia, London, on 8-9 October 2013, please visit www.eventdata.co.uk/Visitor/Office.aspx?AffiliateCode=OFF109.
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The following is an edited transcript of an interview with Laura Schwartz conducted by Matt Chittock from Diversified Business Communications UK (the event organiser of office*) in July 2013:
“I believe that PAs are pivotal” – an interview with Laura Schwartz
Ahead of her much-anticipated headline Keynote at this year’s office* show on 8 October, inspirational business author and speaker Laura Schwartz – former Special Assistant to President Clinton and the White House Director of Events – reveals her passion for the PA’s role and shares her tips for success.
What are you looking forward to most about office*?
I can’t tell you how excited I am about office*! It’s all about bringing people together. I firmly believe that it’s at the conferences that you go to and the events you attend that you build the partnerships most valuable to your role as a PA.
In fact, it’s outside the office that you discover the ideas, and the contacts, that have the most impact inside it.
That’s why I’m so excited about the show. OK, so there are valid and terrific ways for PAs to speak with other PAs online – but there’s no substitute for sharing a glass of wine with someone in person.
My book is called Eat, Drink & Succeed, and it really doesn’t matter whether you’re sharing a bottle of wine and some stuffed olives with someone at a corporate event, or a bottle of water and a power bar with the person next to you at a gym, it’s these contacts outside the office that will help you most within it.
There’s a power that exists in our social scene outside the office just waiting to be tapped. Because it can be about meeting people at our kid’s activities, or even at the gym. We can see who’s sitting next to us, find out why they’re there and what they do – and suddenly we’re building this network.
So when something comes up in the office you can think – ‘Wow, I spoke to so-and-so last week who knows all about this’. The relationships we build can be truly amazing.
How important are PAs in the modern business world?
I believe that PAs are pivotal – because without PAs a company would not be able to orchestrate a message, or conduct a business. The most successful leaders delegate, and they delegate to professional PAs. Then they’re able to go about their day on-task, on-time and on-message. Then at the end of the day they’ll be further ahead than they were before.
I’ve got to tell you that good PAs benefit not just the boss, but the bottom line of the business. There are lots of leaders in a company, and by supporting them I think that makes PAs leaders themselves.
Do PAs sometimes get overlooked?
It can be easy for PAs to be overlooked by the people that they support and even the people they work alongside – if their boss is wrapped up in work then that can absolutely happen.
Sometimes the cog that makes the wheel go round is overlooked – because you’re so good at your job that it looks seamless. It should never take the wheel falling off to change that.
I think a great leader of a company, or a country, knows the value of their staff no matter their salary or title. I was really impressed when working for President Clinton that he always took the time to say ‘thank you’. He knew that if he was working 15 or 16 hours a day, we were too.
What can PAs do if they’re not being appreciated?
I truly believe that if you work hard and have your heart in the job you will be truly recognised.
However, if you do work for a boss that doesn’t recognise the power of a PA, and we’ll touch on this subject in my Keynote, then you might have to take a moment to outline to them everything that you actually do. They might not even realise how hard you’re working.
I’m a great believer that an open dialogue is a positive dialogue.
Have you always been ambitious?
I think sometimes the word ‘ambition’ can have negative connotations. Instead of ambitious, I’ve always seen myself as ‘ready to be challenged’. I always knew that as long as I was being challenged, I would rise to the occasion.
So what has been your biggest challenge in your career?
My biggest challenge was an initial lack of any political knowledge whatsoever! I was a communications major and I knew volunteering for the Clinton administration was a great experience – but I didn’t have any political background.
So when I came to the White House at 19, I decided I needed to know who the players were and what the issues were.
The first thing I did was to ask everyone who called who they were and who they represented. One time I asked those questions and it turned out to be the First Lady’s Chief of Staff on the line!
After that day I decided that’s it, I don’t want to be in that position again. So the next day I ‘borrowed’ the White House phone book. I would read that phone book to and from the office, I would read it at night, and try to memorise which office everyone was with.
I also started watching the evening news and reading the paper. If I didn’t understand an article I would ask someone from my home town, or at college to give me the context behind it. I didn’t want to be an expert, but I at least wanted to understand the issues and know the hot topics.
I would also ask questions when they were relevant. I acknowledged that everyone was busy, but if there was an ongoing conversation, which I was a part of, like communications strategy for example, I would ask a question.
It was an exciting time for me – I felt like an investigator on a great case. So I made it exciting and that made the experience positive.
After the White House you started your own successful business. Were you nervous?
The biggest hurdle was thinking – ‘how does this translate to the corporate sector, the non-profit sector, or just day-to-day life?’ And when organisations asked me to come and speak I thought that maybe I do have something to say.
Nerves help you keep your edge. I firmly believe if it’s too comfortable, or too easy, then maybe it’s not the right challenge in life.
At the time, I wasn’t just nervous – I was excited. Because I know it’s always exciting to turn your passion into your profession. That can mean starting your own business or branching out within your current position, such as fixing or putting a new system into place.
When a PA is passionate, they play a powerful role that benefits not only their boss but also the entire community of employees, and the consumers of their product or services as well.
Finally, what advice would you give PAs who want to take their career up a notch?
Build credibility, respect and relationships. You do that by being ready to learn, you do that by always being professional, and being ready to contribute when you have something valid to say.
I have to say the one key thing that really helped me is that I actively observed everyone around me. Through that I found not just what my passion was – but how I could translate it to the workforce.
Remember that mentors don’t have to be someone who you admire that has been doing what you do for twenty years longer. They can be someone the same age as you who are exceptional at what they do.
At every stage of our careers and life – we all benefit and grow together.
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Notes:
Sue France, UK Chairman for EUMA, will be interviewing Laura Schwartz on the office* Keynote Theatre stage at 1pm on the opening day of office* – Tuesday, 8 October 2013. Laura will also be hosting a book signing on the EUMA stand (4034) after this session. Admission to this Keynote (and others) is included with free show entry.
Laura Schwartz started her career with a voluntary stint answering phones for the Clinton administration. Despite possessing no political connections she rose through the ranks to eventually become White House Director of Events. Today she travels the world using her unique experience to inspire audiences. To find out more, please visit www.EatDrinkandSucceed.com.
office* attracted 3,687 attendees to its 2012 event. It was shortlisted for Best UK Trade Show Exhibition (under 2,000m2) at the Association of Event Organisers (AEO) Excellence Awards in 2013.
High resolution imagery is available upon request:
- Laura Schwartz: www.officeshow.co.uk/wp-content/uploads/Laura_Schwartz.jpg
- office* Keynote Theatre 2012: www.officeshow.co.uk/wp-content/uploads/office_wide_seminar_lo-res.jpg
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Notes:
office* attracted 3,687 attendees to its 2012 event. It was shortlisted for Best UK Trade Show Exhibition (under 2,000m2) at the Association of Event Organisers (AEO) Excellence Awards in 2013.
Diversified Business Communications UK Ltd (Diversified UK) is a fast growing trade event organiser and publisher based in Brighton and Nailsworth (Glos). In addition to office*, Diversified UK’s portfolio includes SITS – The Service Desk & IT Support Show; SITS Europe in Berlin, Germany (new for 2014); Service Desk 360; lunch!; Casual Dining (new for 2014); Natural & Organic Products Europe; Natural Products Scandinavia and Nordic Organic Food Fair in Malmö, Sweden; camexpo; Ocean Business (including Offshore Survey Conference & Ocean Careers); Ocean Buzz; MARELEC Marine Electromagnetics conference in Hamburg, Germany; Natural Products magazine; and the Natural Beauty Yearbook.
Diversified UK is part of Diversified Business Communications, a leading international media company, with a successful portfolio of sector leading exhibition, conferences, publications and websites.
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