Who We Are

Led by founder Michelle Armour, J.A.M. PR was established in 2002. In the years since, J.A.M. PR has earned a reputation as a leader in the field of wine industry communications, while remaining true to our original mandate of staying small—a philosophy that ensures clients extensive one-on-one attention, with full access to the entire J.A.M. PR team. With decades of collective experience, our team is made up of established wine industry experts capable of providing counsel and strategy at the highest level. Beyond the traditional skillset that defines the average wine-focused PR firm, our clients benefit from numerous other company strengths, including our extensive marketing experience and a professional in-house wine writer dedicated to producing high-level marketing, technical, branding and direct-to-consumer materials. We are committed to providing our small portfolio of wineries with stellar service and results.

Michelle Armour - Founder

With more than two decades of wine industry public relations experience, Michelle has a proven track record of planning and implementing strong, integrated national publicity programs at the highest level. She has also developed excellent relationships with top wine and lifestyle journalists, enabling her to obtain key media placements in all influential media outlets. Michelle began her career at Kendall-Jackson Wine Estates and from there went to Edwin J. Schwartz Public Relations Inc., where her accounts included Caymus Vineyards, Far Niente, Flora Springs Winery & Vineyards and Calera Wine Company. While at the company, all of her clients flourished with 75 to 500 percent growth. Following E.J.S. PR, Michelle spent four years as director of communications at Maisons, Marques and Domaines, USA Inc., the Oakland-based wine importer owned by Louis Roederer Champagne. In this capacity, she handled all national media relations, advertising, promotions and special events for its premium wine portfolio of more than 20 domestic and international brands. Prior to forming J.A.M. PR, Michelle was also a wine industry consultant to Magnet Communications, a highly regarded national communications agency.

Emily Hirsch - Account Director

Prior to joining J.A.M. PR in 2006, Emily worked as a program manager for the Sierra Club, America's most influential grassroots environmental organization. A public relations and marketing veteran, Emily has also held positions as the marketing director for Western Union and the communications manager for software provider Redladder.com. She is skilled at a full range of client services including: national media relations, product launches, press tours, event coordinating and direct-to-consumer campaigns. Specific to the wine industry, Emily was born and raised in the Anderson Valley. There, her parents owned and operated the award-winning DuPratt Vineyard, and not far away, her aunt and uncle owned Mendocino's well-regarded Edmeades Vineyard. Emily's extensive exposure to viticulture and winemaking, combined with her comprehensive communications and marketing experience, makes her a skilled and effective member of the J.A.M. team.

Shaun Armour - Copywriter

Shaun has an extensive background in lifestyle writing for both print and television. In addition, as the head writer for Patron, Canada's largest hospitality industry magazine, Shaun wrote widely about wine and food. After Patron, Shaun was the writer for two television series, The Goods, a high-end shopping show, and The Wave, a cutting-edge male lifestyle program. His film, music and literary reviews have appeared in numerous magazines, while his fiction, lifestyle and travel writing have been widely featured in such influential publications as McSweeney's and Outpost. Before coming to work for J.A.M. PR, Shaun was the senior copywriter for Stayawake, a respected multimedia advertising agency. He has also managed several high-profile Bay Area restaurants, where he was responsible for the wine list, menu design and event planning - experience that makes him a natural for wine writing. Shaun has been J.A.M. PR's writer and communications specialist since the company began.

Haley Fess - Account Executive

Haley is a native of Sonoma County, and an honors graduate of U.C. Berkeley with a degree in communications. Prior to joining J.A.M., Haley trained at the MacKenzie Agency, a highly regarded food and beverage PR firm, where she focused on media outreach and event planning. In addition, she also worked for the Headlands Center for the Arts, where she applied her numerous talents in the media relations department. Since joining J.A.M. PR in 2007, Haley's intelligence and strong work ethic have made her an integral part of the team.

Molly Hanrahan - PR Coordinator/Assistant

The newest member of J.A.M. PR, Molly earned a communications degree from the University of Arizona, where she also minored in psychology. Molly came to J.A.M. as part of the University of Dreams program that places top applicants from across the country with highly regarded companies. She quickly made herself an instrumental part of the J.A.M. team, distinguishing herself in all areas of responsibility, and was soon promoted to PR Coordinator/Assistant. While attending university, Molly worked in the hospitality industry, where she developed a love of wine that ultimately inspired her to pursue a career in wine PR.