Nicholas Coleridge CBE

Do you believe that behind every great business leader is a great PA?

To have first-rate assistants in the office makes a crucial difference. I am particularly fortunate at the moment. Emma Brown is my Executive Assistant (EA), and Francesca Hanratty backs her up. In the past three decades I have had six PAs – they have done an average of six years each, before becoming exhausted by me, and going off to get married or suchlike. All six have been very good and loyal, but I think the current team is the best it has been. I do quite a lot of things – 26 overseas business trips a year for Condé Nast International, mostly to Moscow, Mumbai, Munich and New York, and I also run our British company which has 800 people, and I Chair the Victoria & Albert Museum as well as an environmental campaign concerning wool for the Prince of Wales. All of these activities have large casts of people involved, who ring all the time, and need attention and face-time. Emma is brilliant at remembering who they all are, scheduling it, and knowing who gets instant access and who doesn’t. And who I need to ring back immediately or whose calls can interrupt a meeting (the answer is: my wife, our four children, and anyone with the surname Newhouse, who own Condé Nast). It is also vital to have a PA who “gives good phone” – i.e. who is always polite on the telephone to strangers and never sounds harassed as it gives a good impression. Anyone ringing my office should be met by an air of calm and pleasant competence, so they feel reassured.

To have first-rate assistants in the office makes a crucial difference…it is also vital to have a PA who “gives good phone”

What makes a great PA over a competent PA?

It is largely about intelligence, and being constantly “on it”. Knowing what needs prioritising, while seldom forgetting anything. And planning ahead. Emma is excellent at this, I’m very lucky. She is always thinking six trips ahead, booking hotels, flights, cars. Printing boarding cards. Reserving my favourite airline seats on Sunday morning for a Monday flight. Reminding me about my godchildren’s birthdays, getting birthday cards. Reminding me about my wedding anniversary. And sometimes telling me to go home early if I’ve been out ten nights in a row (frequent) and getting a bit stressed (not so frequent). And she always gives me the latest 5-day weather forecast for wherever I’m headed, so I know what to pack.

Would you agree that chemistry is the key ‘ingredient’ for a successful long-term working relationship between a PA & Principal? 

This is vital. If you don’t like your PA as a person, it’s hopeless. After all, you see them most days and are in constant touch. My dream (which I have achieved) is to be greeted by someone with a smiley face, but who also gets the mood. Some days are very hard work, serious days, other days easier, with time for jokes. I like people who can do both. I appreciate an EA who can liaise with colleagues setting up meetings, making things work and happen, but who also ensures suits go off to the dry cleaner and photographs get printed and that Brian, my driver, is ready outside the office at the right time. Francesca is particularly kind about these things. And collecting my breakfast in the office (ham and avocado) and my mid-morning sushi. Emma is an expert nutritionist and has recently forbidden me from drinking Clamato juice (my favourite) and Diet Coke. Instead I have water and a weird green juice.