The article explores the role of the Registrar (Chief Operating Officer) in a university, and the ways in which we value the contributions of professional, managerial and administrative (PMA) staff. It assesses the conditions in which PMA staff work and describes the professional development opportunities they enjoy. The article goes on to analyse some of the challenges which PMA staff face, and ends by detailing fifteen recommendations for action. It concludes that valuing PMA staff is a complex, multi-dimensional and dynamic issue, but one which universities can ill afford to neglect.