There are some jobs that demand swagger, confidence and a love of the limelight. Then there are ones in which those traits can get in the way, such as the private personal assistant, one who largely works outside the office, overseeing a mix of social and work affairs, perhaps for a wealthy individual or celebrity. Fiona Barratt-Campbell, a London-based interior designer, says she looks for a PA who understands it is not a job for someone who thinks the work will be “super-glamorous”. The role requires someone “down to earth”. The job is fulfilling, she says, as “you are running someone’s life”. In her case, she has Joanna Paxton, her personal PA, who runs her diary as well as her three children’s and liaises with her husband, Sol Campbell, the former England and Premiership footballer, who also has his own PA. Trust is key to the working relationship. “You have contacts and access to important people so you can’t risk it getting in the wrong hands,” says Ms Barratt-Campbell. Tim Fitzgerald, a personal assistant to a high net worth individual in London, says his first boss set the tone for his chosen profession by telling him: “It’s not about you, it’s about me.” The instruction was helpful he says. “You can’t do the job if you’ve got an ego. I fix people’s lives.” Wendy Johnston, founder of Working Girls, a London-based recruitment agency, says “the best personal assistants remember who they are.” The job varies according to employers, who are a mix of business people, celebrities and old money. But private personal assistants can be expected to plan travel and oversee private staff. Some will be asked to split their role between the office and the household, or accompanying their employer — or “principal” to use the industry parlance — while travelling. Some assistants enjoy the role for the insight into the life of a celebrity, ultra-rich individual or successful entrepreneur; it can be an opportunity to pick people’s brains and understand how their principal’s industry operates. The job can provide an opportunity to learn about the business world or Hollywood at close quarters. Others derive satisfaction purely from organising other people’s lives. “I don’t get the star-struck thing,” says Ms Paxton. “They have very busy lives and need to get things running as smoothly as possible.” Bonnie Low-Kramen, who worked as a private assistant for Oscar-winning actress Olympia Dukakis for 25 years until 2011 when she moved into training assistants, says the job needs people with the attitude to do “whatever it takes” and a “service heart” as well as a “desire to make things happen”. Ms Paxton says she is constantly going home with a never-ending to-do list. “I could be here 24 hours a day and wouldn’t get everything done.” Mr Fitzgerald says that some of the demands can be tricky, such as the former employer who required food from a restaurant that was closed for refurbishment. He managed to get a takeaway. Brittany Harrer used to work as personal assistant to a philanthropist before setting up The Pocketbook Agency in West Hollywood. She says the challenge of the job is being expected to know what is going on at all times. “Assistants are not mind readers, but you are expected to anticipate the needs of your employer.” And as a gatekeeper, you must learn to deal with difficult personalities, she adds. You need to have a tough skin, says Lucky Romero, who started as an assistant and today works as a branding executive for Gene Simmons, bassist of rock’n’roll band Kiss, as well as his business partner Rich Abramson, entrepreneur and manager of the Pee-wee Herman comic franchise. “Lots of celebrities have ‘yes’ people. It’s hard to say ‘no’.” Boundaries between employer and employee can be difficult to observe in most roles due to smartphones and email, but in the role of private PA they can be particularly tricky. Ms Johnston knows of one entrepreneur who frequently tests his PA, sending her a text at any time of the day or night and expects a response within an hour, or they will “be deemed not to be doing their job”, she says. For those making the transition from an office to a private household, the isolation can be a shock. That is the reason Victoria Rabin set up Executive Assistants Organization in 2012, which includes both corporate executive assistants and private ones. The network based in the US has local chapters that provide an opportunity for members to meet. “Assistants can’t talk to anyone. The work’s very confidential,” she says. Most have to sign non-disclosure agreements. “Having others who get that provides an opportunity to discuss problems.” There is also the Association of Celebrity Assistants in the US and UK. Having a working relationship with an individual that is not diluted by office camaraderie “can be intense” says Chloe Brassey, director of Anderson Hoare, which recruits assistants. Ms Johnston says that it can also be a shock not being governed by company rules, safeguarded by human resources. “It’s very different working in someone’s home,” she says. The problems that can occur when working outside the world of the office would sound familiar to Georgina Galanis, who was assaulted with a mobile phone by her boss, supermodel Naomi Campbell. It is an industry that discriminates against men,says Mr Fitzgerald. “Male PAs don’t get enough attention. I can be out of work for months. Recruiters don’t think of men. Male PAs do an incredible job. Recruiters should put more men forward.” Jessica Williams, a former personal assistant who worked in corporate roles as well as for wealthy families, is now chief executive of Sidekicks, which recruits executive and private assistants. She agrees with Mr Fitzgerald. “It’s definitely harder for men to get employed. We can have a flawless candidate who is a man but [won’t be hired].” Ms Johnston says the typical route for men into the role is through house management, chauffeuring or security, rather than after learning shorthand and touch typing, which was the traditional way in for women. Today, however, women tend to have been in public relations, fashion or to have worked as a corporate PA. She says about a quarter of candidates on her books are male. The rise in the male PA is a huge change in the sector since she opened her own agency in the early 1990s, she says. Yet women suffer sexism too, points out Ms Williams. A woman’s appeal may be looking pretty and speaking correctly, she says. “It is a bizarre, backwards industry.” Technology has changed the profession. It has resulted in the rise of the freelancing and virtual private assistants, says Ms Johnston. “You don’t need someone on site all day. Some have five or six clients, working from home.” Others will split the role, working for a few days at their own home and then going to the house of their employer, or principal. The recruiter is sanguine about the threat it poses to her own business model. Loneliness, she says, often drives peopleaway from homeworking. [email protected] Twitter: @emmavj