About Us 2017-06-13T14:27:55+00:00

About Us

In 2017, J.A.M. PR was voted “Best PR Agency” in Vineyard & Winery Management magazine’s annual reader survey for the second time.

Founded in 2002, J.A.M. P.R. is a recognized leader in the field of wine industry communications. We have earned a reputation for integrity and effectiveness, while establishing a portfolio of some of North America’s most acclaimed wineries.

With decades of collective experience, our team is made up of wine industry experts, capable of providing counsel and strategy at the highest level. Beyond the traditional skill set 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.

Since founding J.A.M., we have remained 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. We are committed to providing our exclusive portfolio of wineries with stellar service and results.

Our Services

Media Relations

Strategic Messaging


Media Training

Event Planning

Product Launches

Creative Services Direction

Long-term Planning and Strategy

Crisis Communications

High-level Industry Counsel

Our Team

Michelle Armour


With 25 years 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, before joining Edwin J. Schwartz Public Relations Inc., where she established a reputation for excellence in the field of high-end winery PR. 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.

Shaun Armour

Brand and Communications Specialist

A member of the J.A.M. PR team since its founding in 2002, Shaun has earned a reputation as one of the wine industry’s top communications specialists, recognized for his expertise at winery brand building and strategy. A professional writer for more than two decades, Shaun has an extensive background in food, wine, design, travel and lifestyle writing, having worked as the head writer for several magazines, including Patron, Canada’s largest hospitality industry magazine. He was also the writer for two television series, The Goods, a high-end shopping show, and The Wave, a cutting-edge male lifestyle program. Before coming to J.A.M. PR, he was the senior copywriter for Stayawake, a respected multimedia advertising agency. Shaun fell in love with wine early in his professional career, as the manager for several high-profile Bay Area restaurants, where he was responsible for the wine lists.

Emily Hirsch

Special Projects

A public relations and marketing specialist, Emily was J.A.M. PR’s account director from 2006 to 2012. Now based out of Southern California, Emily continues to be a valuable member of the J.A.M. PR team, contributing her extensive skills on a regular basis, overseeing special projects and major initiatives, such as media tours. Prior to joining J.A.M. PR, Emily held positions as the program manager for the Sierra Club, marketing director for Western Union, and the communications manager for software provider Redladder.com.

Miriam Pitt

Senior Account Executive

Miriam has been an invaluable part of the J.A.M. PR team since 2012, and has established herself as a talented client services specialist, who is always mindful of the small details that define great wine industry communications. Before joining J.A.M. PR, Miriam was a member of the marketing team at Four Seasons Hotels and Resorts, where she helped to support a portfolio of 90 luxury hotels. Prior to Four Seasons, Miriam was the special events coordinator at Foley Family Wines, where she was responsible for multiple winery event venues in Sonoma and Napa. While earning her degree from Cal Poly, Miriam focused on wine tourism, as well as branding and marketing strategies for the Central Coast wine region.

Sonia Ginsburg

Account Executive

Sonia graduated cum laude from Tulane University, where she earned a degree in international development and environmental studies. She fell in love with wine while studying abroad in Argentina for a semester, where she later returned after graduating from Tulane to do advance coursework at the Escuela Argentina de Vinos. Prior to joining J.A.M. PR, she gained extensive experience as the assistant buyer for Resolute Wine Bar, and as a Wine Consultant at Blackwell’s, Bejot Vins & Terroirs, and the Ferry Plaza Wine Merchant. Sonia holds a Level 3 Wine & Spirits Education Trust Certificate.

Sydnie Souza

Administration Manager

Sydnie grew up surrounded by vineyards in the heart of Napa Valley, just a few miles from the Silverado Trail. After working internships at J.A.M. PR throughout high school and university, Sydnie became J.A.M.’s PR coordinator after she graduated from UC Davis, where she earned a degree in communication. In addition to her work at J.A.M. PR, Sydnie gained valuable experience through marketing, media relations and event planning internships with CALPIRG, the San Francisco Giants, the Queen of the Valley Medical Center, and WhitneyFusion Events. Currently, Sydnie oversees several key areas, including managing the administration and accounting for J.A.M. PR.


J.A.M. flower power

Flower has been with J.A.M. PR since 2014. She is responsible for further enhancing office morale, and spreading cuteness throughout the building. When not at J.A.M., Flower lives with Michelle.