Introduction:

Welcome. You're reading a transcript on Links at Bain and Gray, a catalogue of podcasts centred on all things business support in the workplace. Our aim is to bring you interesting and relevant content that will keep you up to date and thriving in your role.

Introduction and Guest Background

Emily: Hello and welcome to Links Bitesize. My name is Emily Bain, and today my guest is Andrea Freeman, Principal of the Oxford Media and Business School. Welcome, Andrea.

Andrea: Thank you. It’s a pleasure to be here.

Emily: Andrea, today we’re discussing how the roles of PAs, secretaries, and EAs have evolved over the last 10–20 years. To start, could you share a bit about your background?

Andrea: Certainly. I began as a business teacher and have always worked in education and training. After moving to Oxfordshire, I taught for five years at Saint Aldates and then took time off to raise my three children. During that time, I became a principal moderator and examiner, wrote a guide for one of the first word processing exams, and gave keynote speeches at various schools. Since 2007, I’ve been the Principal of Oxford Media and Business School, and I absolutely love it.

Emily: That’s wonderful. I believe we first crossed paths around then?

Andrea: I think so! It’s been great working with people like you ever since.

The Evolving Role of PAs and EAs

Emily: When I started in this industry, secretarial and PA roles were almost interchangeable. But the word "secretary" seems to have faded.

Andrea: Absolutely. Years ago, the role revolved around typing—on manual typewriters, no less! It’s a word and a concept you don’t hear anymore.

Emily: Was your course originally called a secretarial qualification?

Andrea: Yes, many years ago. In Oxford, there were several secretarial colleges. Over time, the focus shifted, and Saint Aldates rebranded to Oxford Media and Business School. The course is now called the Professional Business Diploma.

Emily: That’s quite a shift. What skills do students learn now?

Andrea: The course has evolved to include skills employers value today—Excel, diary management, prioritisation, and organisational skills. We’ve even incorporated Canva for design tasks, as many PAs now manage social media content.

Emily: That’s fascinating. Would you say the PA role has become more strategic and partnership-focused?

Andrea: Absolutely. Today’s PAs are the backbone of many businesses. They partner with executives, helping them focus on key objectives while managing organisational tasks. We prepare students by exposing them to various industries through guest speakers and practical skills development.

Preparing for the Future: Technology and AI

Emily: Let’s talk about technology. With advancements like AI automating routine tasks, PAs now focus on higher-value responsibilities. How does your course address these changes?

Andrea: We’re keeping a close eye on AI and its implications. For now, we’re introducing AI in a practical, creative context—like content creation in marketing. It’s about equipping students with the tools they might use in the workplace, without relying on AI for learning outcomes.

Emily: That’s a smart approach. AI is a complement, not a replacement.

Andrea: Exactly. Human relationships and emotional intelligence can’t be replicated by AI, which is why we also emphasise personal development. Our students explore tools like Myers-Briggs and Belbin to better understand team dynamics and personalities.

Emily: That’s brilliant. I wish I’d had access to such insights earlier in my career.

Andrea: It’s vital to ensure students are prepared not just technically but also emotionally for the modern workplace.

Closing Thoughts

Emily: Andrea, thank you so much for sharing your insights. It’s incredible to see how much the industry has evolved.

Andrea: Thank you for having me. The role of a PA is more valued now than ever, and I’m proud to help shape the next generation.

Emily: Absolutely. Let’s revisit this conversation in 10 years and see how things have changed again!

Andrea: I’d love that. Thank you, Emily.

This edited podcast transcript was part of our wider Bitesize series on Links. If you liked what you have listened to/read, please check out the rest of our catalogue here.