Professor Robert Ebo Hinson, a renowned marketing scholar, has urged organisations to invest deliberately in Personal and Administrative Assistants, describing them as the “force behind” effective leadership and institutional success.

He stressed that the quality of assistants supporting top executives played a crucial role in the overall performance of an organisation.

Prof. Hinson made these remarks at the media launch of the 6th edition of the PA Conference in Accra.

The two-day conference, organised by FiveSixFive, an executive professional development firm, will take place from July 23 to 24, 2026, in Accra.

It will be held under the theme: “The Strategic Architect: Mastering Influence, Tech & Institutional Excellence.”

The conference will bring together 250 executive assistants, personal assistants, chiefs of staff, and administrative professionals from across the African sub-region.

Prof. Hinson highlighted the vital role of administrative professionals in modern organisations, noting that Chief Executives, Finance Directors, and Marketing Leaders relied heavily on their competence.

He emphasised that assistants, research teams, and administrative staff, who prepared initial drafts of speeches, reports, and communications, formed the backbone of executive performance.

Prof. Hinson also urged stakeholders to invest in training, mentoring, and capacity-building initiatives for administrative professionals.

Such efforts, he stressed, would enable them to make meaningful contributions to organisational growth.

He pointed out that administrative professionals had evolved beyond support roles and were now critical partners in leadership and decision-making.

He noted that the rapidly changing corporate landscape required them to demonstrate influence, foresight, and strategic thinking.

Prof. Hinson also stressed the need for Ghana to develop a highly skilled administrative workforce to navigate current economic challenges and foster institutional growth.

He encouraged executive assistants, personal assistants, chiefs of staff, and other administrative professionals to seize the opportunity to sharpen their strategic capabilities.

In support of the event, Prof. Kobby Mensah, Chief Executive Officer of the Ghana Tourism Development Company (GTDC), expressed Ghana’s readiness to host participants from across the continent.

He highlighted the conference as not only a professional gathering but also a cultural and tourism experience.

“As we anticipate delegates from across Africa, the Company is intentional about curating an experience that showcases the very best of Ghana: our hospitality, culture, and destinations.

“We are ready to give our guests a memorable and distinctly Ghanaian welcome,” he said.

Maame Ekua Gaisey, Managing Partner of FiveSixFive, remarked that “The modern PA is the ‘Strategic Filter’ that protects a principal’s time and enables high-level decision-making.”

She detailed the conference curriculum, which includes exclusive panel discussions, professional focus chats, a dedicated Church Administration Roundtable, and intensive sessions on ‘Digital Scaffolding,’ which will explore the practical application of AI to automate administrative tasks.

Notable speakers at the conference will include Rev. Stephen Wengam, General Superintendent of Assemblies of God, Ghana; Mrs. Ayesha Bedwei Ibe, Global People Leader for Tax & Legal Services at PwC Ghana Limited; Mr. Chris Wulff-Caesar, Managing Director of Unilever Ghana; Professor Ebo Hinson; and Adetoun Akinsumi, Chief of Staff at SeamlessHR, Nigeria.