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
Copywriting
Long-term Reputation Building
Design
Media Training
Marketing Support
Event Planning
Product Launches
Creative Services Direction
Social Media Counsel
Long-term Planning and Strategy
High-level Industry Counsel
Crisis Communications
Our Team
Michelle Armour
Founder
Over a career spanning three decades, Michelle has earned a reputation as one of the most knowledgeable, respected and effective public relations and communications experts in the wine industry. At the same time, Michelle has built J.A.M. PR into one of America’s top agencies dedicated exclusively to the luxury wine industry, with a portfolio of iconic clients that are widely recognized as benchmarks for their regions, and the varietals they work with. As the guiding force behind J.A.M. PR, Michelle has helped to define excellence in wine industry PR, establishing enduring, collaborative relationships that have benefited J.A.M.’s clients in today’s competitive market. Michelle began her career at Kendall-Jackson Wine Estates, before joining Edwin J. Schwartz Public Relations. While at E.J.S. PR, Michelle earned acclaim for her acumen and strategic insight, and her ability to plan highly successful national publicity campaigns. It was during this time that she also began establishing exceptional relationships with America’s top wine, travel and lifestyle journalists—relationships that she has continued to cultivate for the past quarter century. Prior to founding J.A.M. PR in 2002, Michelle spent four years as the director of communications for Maisons, Marques and Domaines, USA Inc., the acclaimed Oakland-based wine importer owned by Louis Roederer Champagne, where she oversaw national media relations, advertising, promotions and special events for a portfolio of more than 20 domestic and international brands.
Shaun Armour
Brand and Communications Specialist
Throughout a career spanning almost a quarter century, Shaun has earned a reputation as one of the most innovative and accomplished communications experts in the wine industry. Recognized for his creativity, work ethic and industry leading brand-building strategies, Shaun is a natural storyteller, with a gift for distilling the values, vision and key messaging of J.A.M.’s clients.
Raised in both Toronto, Canada and Northern California, Shaun began his career managing luxury restaurants in San Francisco, and was in charge of his first wine list at the age of 22. In the years that followed, he established an extensive background in high-end lifestyle writing, where he wrote about wine, spirits, restaurants, design, architecture, music and film. Prior to joining the J.A.M. PR team in 2002, Shaun wrote for television at Insight Production’s The Goods, a high-end shopping show, and The Wave, a cutting-edge male lifestyle program. He also served as the senior copywriter for Stayawake, a Toronto-based multimedia advertising agency.
Lori Cable
PR Coordinator
Lori grew up in NYC and moved to the Bay Area in 2007. It wasn’t until then that she had her first wine tasting experience in Healdsburg and fell in love with good wine! Later, while working as a host at the acclaimed Cesar restaurant in Berkeley, Lori gained extensive knowledge about California and Spanish wines. In 2023, Lori became an important part of the J.A.M. PR Team. Lori is extremely intelligent, with strong editing skills and attention to detail. In addition to her part-time role at J.A.M., Lori has her own fitness business. She also holds degrees in Psychology and Spanish.
Flower
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.
Our Team
Miriam Jonas
Account Director
Miriam has been an invaluable part of the J.A.M. PR team since 2012, and has established herself as one of the wine industry’s most talented client services specialists. A graduate of Cal Poly, where she focused on wine tourism and branding and marketing strategies for the wine industry, Miriam began her career as the special events coordinator at Foley Family Wines, before joining the marketing team at Four Seasons Hotels and Resorts, where she helped to support a portfolio of 90 luxury hotels. Adding to her unique understanding of the wine business, Miriam cofounded Minus Tide Wines in 2017, where she works with her husband, Toulouse Assistant Winemaker Brad Jonas, to showcase the distinct wines of Mendocino County.
Caroline Pearson
Senior Account Executive
Since joining our team, Berkeley native Caroline Pearson has utilized her talents to become our go-to, in-house design whiz. A graduate of Boston University, where she earned a degree in communications with an emphasis on design, Caroline came to J.A.M. PR after honing her skills at several prestigious internships and university-related businesses. While attending BU, Caroline served as a marketing associate for Buzz Magazine, and as the art director for ADLab, the largest student-run advertising agency in the U.S. She also worked as an administrative intern at Hanson Bridgett LLP, a marketing intern at Environmental General Counsel, and as a marketing and design intern at Studio71, where she helped to develop content and marketing initiatives for high-profile YouTube and Instagram influencers. Prior to joining J.A.M. PR, Caroline spent more than a year abroad teaching English in South Korea.
Caty Salas
Account Coordinator
Caty grew up in Oakland, California and graduated from UC Berkeley with a double major in Fine Art and Latin American Studies. She joined J.A.M. PR after many years at The Spanish Table, a renowned retailer of fine wine and gourmet products from Spain and Portugal. At The Spanish Table, where she served as manager, head buyer, and ultimately import manager, Caty gained extensive knowledge and a deep appreciation for artisan food and luxury wine. In addition to her management and buyer responsibilities, Caty served as the company’s in-house writer and editor, overseeing the content and creation of weekly consumer newsletters, web content, shelf-talkers and special projects. Prior to The Spanish Table, Caty worked as the purchaser for Amsterdam Art, where she was responsible for purchasing fine art materials and related merchandise for the five store locations. Caty is bilingual in both Spanish and English.
Emilie Malinovsky
Account Coordinator
Born in Lafayette, California, and raised in a wine-loving family, Emilie attended Chico State University where she earned a Bachelor of Science in Business Administration and Marketing and worked as a math tutor. Prior to joining J.A.M. PR, Emilie was a project manager at Insight Global and PG&E’s solar division, where she coordinated solar energy projects between customers, the installing companies and engineers. Emilie also worked as an administrative assistant at mortgage company JVM Lending, where she created client-facing marketing materials and contributed to the company’s social media program. At J.A.M., Emilie is eager to combine her passion for marketing with her growing love of fine wine.