Sandra Spann

Sandra Mason has built a distinguished career in public relations spanning 30 years. She began her journey in radio at a small station in Chippewa Falls, Wisconsin, while attending UW-Eau Claire, but after contracting bilateral pneumonia and dropping out, she transferred to UW-Milwaukee on the advice of an admissions counselor who suggested exploring public relations. Mason graduated from UW-Milwaukee, secured an internship at an advertising agency that led to full-time employment, and progressed through roles at small agencies, a franchisor of retail stores, the Wisconsin Department of Transportation, and American Family Insurance before joining AEM. At AEM, a trade association serving the off-road equipment sector in construction, forestry, mining, utilities, and agriculture, she has elevated the PR function from tactical to strategic, overseeing media experiences for major trade shows including ConExpo ConAg, the largest construction trade show in North America held every three years with over three million net square feet, 140,000 attendees, 2,000 exhibitors, and 700 media. She holds the APR credential from the Public Relations Society of America, earned approximately two decades ago, and maintains active membership in PRSA and IAEE while engaging in ongoing volunteer activities, board service, and awards judging for the past 20 years. Mason attributes her success to an influential college advisor, her first boss Betsy Zara, supportive teams, the collaborative culture at AEM, her daughter, and encouraging friends. She advises young women entering the field to be curious, open to feedback, listen before speaking, and learn from those with more experience, noting that AI presents both challenges and opportunities in the profession by evolving roles while underscoring the enduring importance of the human elements in ethics, fact-checking, and earned media.