By Kate Huskin, AEM Senior Director of Communications

StoriesIt was the best of times, it was the worst of times… Wait. Where have I heard that before?

What held true to Charles Dickens’s opening line in his classic A Tale of Two Cities could hold true this year as our industry grapples with unprecedented stressors and advancements. We’ve seen some of the best innovations stem from the worst situations as the deadly pandemic impacted our culture, our businesses, our economies, our families and our members’ manufacturing floors. 

And although Dickens’s story wasn’t about a pandemic, my English-major brain can’t help but connect what’s happening around me with a favorite 18th-century complex story about conflict and character development set in pre-revolution France.

Stories. That’s the point of this piece. And that’s why we’re launching a new Communications Working Group at AEM. Our goal is simple: work together to tell our industry story to showcase innovations, attract young people to great careers and build a better perception of equipment manufacturing.

As insiders, we already know our members build, power and feed the world. Without excavators, there would be no buildings. Without combines, it would be a lot harder to put food on the table. Without bucket trucks, it would be harder to fix downed power lines after a storm, making it harder to connect by Zoom and binge on Netflix, not to mention powering our hospitals, grocery stores and businesses.

Yet, despite the utter coolness of big equipment and what it can do, young people today don’t often choose equipment manufacturing as a career. And working together, we aim to celebrate our industry and our rock-star impact it makes on our world.

Already we’ve had many communications and public relations leaders volunteer to join the Communications Working Group. The plan is to meet nearly monthly to share ideas and collaborate so we can tell our industry’s story.

If you’re a communications or public relations professional working with an AEM member company, and you’d like to join the group, please reach out to me at

Oh, and by the way, I’m an avid reader, and I’m always looking for good book recommendations! So please share those too!

Happy reading…

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