Powering Procraft: Meet Sarah Reed

An Interview with Sarah Reed, Senior Project Manager, Procraft Media

Powering Procraft highlights the individuals who bring our work to life—skilled, creative professionals whose ideas and integrity fuel everything we build. Through candid conversations about their paths, perspectives, and the culture that connects us, we celebrate what makes Procraft a team unlike any other.

What types of projects have you worked on in the past that you’re most proud of?

Sarah: I have a background in live production. In the off season, I started jumping in and helping out with integration work, and it just took off from there. What drew me to Procraft is the culture it cultivates.

What inspired you to pursue a career in AV/tech integration? What drew you to Procraft Media?

Sarah: My favorite project to date would be the Cincinnati Public Radio project. It was both challenging and rewarding. I’m very proud of what we accomplished there not only with the project itself, but also with the client relationship. 

What are your hobbies or interests outside of work?

Sarah: Cycling, camping, and road tripping (except for the last one! That one was a doozy)

If you could have any superpower on a job site, what would it be?

Sarah: The ability to reach!

What’s your go-to snack or drink when you’re on the road or in the field?

Sarah: Pistachios in shell for when I am driving. The action of eating them keeps me awake. I would say favorite site foods would include but are not limited to: Energy drinks, candy, corn nuts and potato chips. 

What’s your definition of a job well done?

Sarah: Getting to the finish line without everyone hating each other, a happy client, and solid craftsmanship. 

How do you approach troubleshooting when things go wrong on-site?

Sarah: Logically

What do you think makes a great team?

Sarah: Comradery, trust, and honesty.

What does doing it “The Procraft Way” mean to you?

Sarah: Doing it right the first time.

What tools or gear do you never leave home without?

Sarah: My computer.

What’s your favorite band or type of music to work to?

SaraH: BMFS! IYKYK!