New Mexico PRSA is launching a monthly Member Spotlight featuring the amazing professionals who make up our chapter. You’ll get to the know the people behind Public Relations and Communications in NM and what makes them tick. We’re happy to introduce you.


Karli Massey

Karli Massey

Our first Member Spotlight is the latest person to earn an Accreditation in Public Relations (APR) in New Mexico.
Karli Massey is an experienced writer and communications outreach strategist who spent 12 years with electric utility companies in Colorado and California. She managed regional advertising campaigns, served as the public engagement coordinator for large-scale construction projects, and led employee and public safety outreach activities.

Karli joined Sandia Labs in 2015 as a senior program communications specialist to lead a new safety communications campaign for the 12,000-member workforce. She now supports the Infrastructure Operations Division leadership team, initiating collaboration across the Labs to promote Sandia’s strategic goals. In 2017 she received Sandia’s Employee Recognition Award for Leadership.
She is a native New Mexican who graduated magna cum laude from UNM with dual Bachelor degrees in Communications and Political Science. She’s active in local groups including the New Mexico Architectural Foundation, New Mexico Diabetes Advisory Council and the Southwest Canine Corps of Volunteers.

Karli says the road to an APR was challenging but well worth the effort. Here are three reasons she values the accreditation:

CONFIDENCE. “As a trusted communications advisor to executives and project teams, achieving my APR reinforces that I consistently use the most effective and ethical strategies that drive decisions and keep stakeholders informed.”

GROWTH. “PRSA provides a platform where professionals can benchmark best practices and share lessons earned. The various types of learning opportunities and networking are a valuable to ensure I stay relevant my field.”

HISTORY. “An essential element to the APR curriculum is learning the history and the intersection of PR, marketing, corporate communications, etc. I am able to internalize the foundational principles that those who came before us established and that I am part a community that is passionate about our profession.”


If you’d like to learn more about earning an APR, contact NMPRSA’s APR Chair Annemarie Henton at
If you know someone who should be featured in our Member Spotlight, or would like to be featured yourself, please contact Nancy Salem at