I recently read this interview with a PA on what it’s like to be on the receiving end of marketing efforts. Whilst the interview is somewhat forthright in its tone, it reminded me of the importance of having a strategy and a comms plan for the gatekeeper, especially the more senior you go.

When looking at chopping up campaign data into chunks you can target, spare a thought for the PAs, assistants and secretaries. At best they are entirely overlooked, and worst, campaigns (both content and tactic) are deliberately designed to “get past the gatekeeper”. This has always seemed an odd approach to me.

PAs are paid to do a job, they know their bosses better than you ever will and they have access to a host of privileged information. They have unparalleled access to diaries and meeting agendas. Often they are specifically briefed on what their boss or the team wants to receive or know more about. Why not use them? If what you have to say is relevant and compelling they won’t just let it through, they’ll ensure it gets there.

Some pointers…do your research and customise any communications heavily before sending them. Think about their specific circumstances, the hassle factor of their roles and how what you’re offering could help. A traditional and formal approach can work wonders. Remember, this is the pinnacle of selling the next step - you’re using your communication to them lay out your stall for the ultimate recipient.