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Parallel Lines

Inside Look: Women in the AV Industry

An Interview with Sarah Reed, Project Manager at Procraft


Historically, women have been underrepresented in the AV industry. According to a 2017 survey conducted by ISACA (a global association that provides IT professionals with knowledge, credentials, training and community in audit, governance, risk, privacy and cybersecurity), many women believe that a lack of female role models and mentors, along with gender bias and unequal growth opportunities have traditionally been obstacles to women entering the industry or advancing their careers.


Although the arena has traditionally been dominated by men, the number of women working in the AV industry has grown over the past decade, and that is something that excites Sarah Reed, Project Manager at Procraft Media.


We recently sat down with Sarah to talk with her about her journey, her work with Procraft, and her life outside of work.


What is your role at Procraft and what does that involve?


Sarah: "I’m a Project Manager with Procraft. I guide Procraft projects from the initial sale to engineering & design through to the final build. It’s extremely satisfying seeing projects through from start to finish."


How did you get started in the industry?


“I received my BFA from Ohio University, and then worked for several years in the rock and roll industry as both a lighting programmer and master electrician. About 10 years ago, I then moved into corporate work and project management and I’ve never looked back!”


What do you enjoy most about working for Procraft?


“Procraft is truly the best company to work for. They treat everyone well and with respect. And, everyone has a voice that is listened to, which is really nice.”


What words of advice would you have for any young women looking to get started in the lighting or AV industry?


While Sarah acknowledges that many women still face uphill battles within the industry, she doesn’t find that to be the case at Procraft. She hopes that more and more women will continue to pursue audiovisual-related careers and has some words of advice for young women who are looking to head in that direction.


“Although it is becoming increasingly less so, it is still a male-dominated industry, so be prepared to work hard, don’t be afraid to ask questions, and say yes to opportunities as they come along.”


Outside of work, what are your interests, hobbies, passions, pursuits?


“I love being outdoors. I really enjoy most outdoor activities, but my favorite is bicycle riding. That’s my favorite thing: being on a bike and riding any where that I can!”


What else would you like us to know about you and/or the work you do for Procraft?


“I love my work at Procraft and would encourage anyone who is interested in working in the industry, especially women, to pursue that goal because it is incredibly fulfilling work. You can always check our career site to see what is available. Needs change quickly as new projects come along, so be sure to regularly check what opportunities might come up!”

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